Vintage Frames | Welcome Email
Client: Vintage Frames Company
Role: Email & SMS Marketing Specialist
Tools Used: Klaviyo, Photoshop, Figma, Grammarly
Project Type: Welcome Series – First Email
Industry: Fashion / Eyewear (DTC)
Date: August 2023
The Challenge
Vintage Frames needed a high-impact welcome email to match its brand ethos — bold, nostalgic, and unapologetically unique. The goal wasn’t just to drive that first 10% OFF order, but to immerse new subscribers in the brand’s world and encourage deeper exploration.
We weren’t just selling glasses. We were selling attitude, identity, and craft.
The Strategy
This email was built around the idea of personal style as self-expression. Instead of pushing bestsellers right away, we let the design breathe with editorial-style layouts, scrapbook textures, and handwritten elements that felt human and fashion-forward.
The flow walks readers through:
A bold entry visual that pairs product with personality
A prominent discount + CTA, with a highlighter-style glow for the code
A deeper brand story moment, tying eyewear to craft and individuality
A call to virtual try-on, reducing friction and increasing interactivity
A grounded, mission-driven ending that reaffirms heritage and value
Execution
Designed in Figma, exported and built in Klaviyo with custom HTML sections
Fully mobile-optimized with vertical image stacking and touch-friendly CTA buttons
Tone-of-voice edited to balance edge, clarity, and conversion
Embedded virtual try-on CTA led to dynamic AR-powered product pages
“VIP list” CTA in the footer created a secondary conversion funnel
Results
Welcome10 code usage = +41% vs benchmark for first-time offers
60%+ click-through rate to “Find Your Style” CTA section
Virtual Try-On feature drove 2x longer average site time per user
Sign-ups for the VIP list (newsletter) grew by 18% week-over-week
Why It Worked
Because it felt less like a promo, and more like a welcome into a world.
From the collage-style visuals to the emotionally intelligent copy, every detail reinforced the Vintage Frames mission: style with substance, fashion with roots. It wasn’t just a welcome email, it was an identity statement.