Heavily informed by strategy and customer insight, I lead the re-design of tails.com welcome journey of 15+ emails - the product of years of iterations and AB tests. Collaborating with a talented copywriter we and streamlined the information into just 6 emails that introduce trialist customers to the world of tails.com. With consistant, engaging visual design and information focussed around 3 pillars; ‘tailor-made’, ‘how to’, and ‘control’, the outcome saw an uplift in open rates, engagement and customer retention.