Eliot Beauty, a brand focused on premium skincare and wellness products, seeks to elevate its email marketing strategy to better nurture leads, increase customer retention, and drive product sales. The current challenge lies in designing and refining email marketing campaigns that are not only visually appealing and on-brand but also personalized, data-driven, and results-oriented. This project invites learners to design, build, and test email campaign flows that reflect customer behaviors and lifecycle stages. Participants will gain hands-on experience in email segmentation, automation, A/B testing, and performance tracking, while learning to align content with marketing goals and brand voice.

Learners are expected to complete the following tasks and deliverables to achieve the project objectives:

• Research and document best practices in e-commerce and skincare email marketing.
• Create a content and campaign calendar with themes for at least 2 monthly emails over a 3-month cycle.
• Draft copy and layouts for each campaign using A/B testing principles (e.g., subject lines, CTAs, personalization).
• Propose performance benchmarks (e.g., open rate, click-through rate, conversion rate) aligned with industry standards.
• Present a comprehensive email marketing strategy document including:
• Segmentation plan based on customer lifecycle and behavior
• Visual mockups of email templates
• Metrics dashboard for ongoing campaign tracking

The final deliverables include a written strategy document, 5 designed email campaigns, and a 10-minute presentation of the proposed improvements and rationale to Eliot Beauty’s marketing coordinator.