Email Strategy: Launching Leones’ Lifecycle Marketing
Email Marketing • Brand Strategy • Strategic Content Development • E-commerce
The Work
Led strategic sessions to define brand voice, tone, and messaging hierarchy
Created a full content system across email and e-commerce, including:
A robust Welcome Series (brand story, product intro, value messaging)
Abandoned Cart Flow focused on frictionless conversion
Seasonal & promotional campaigns tied to product drops and moments
Sourced imagery and aligned visuals to tone: warm, minimal, grounded
Built email designs with clear CTAs, refined hierarchy, and mobile-first layouts
Conducted competitive research across high-end fashion and lifestyle brands
The Challenge
Leones—a luxury loungewear brand rooted in mindfulness—was preparing for growth and needed to build its brand voice from the ground up. The founder wanted to develop a content and email marketing strategy that could communicate both luxury and warmth, reflect the brand’s ethos of slowing down, and convert a growing online audience into engaged, repeat customers.
Findings
Email campaigns reached ~4,000 subscribers
Click-to-open rates ranged from 8–14% (above industry average for apparel)
Email flows directly contributed to sales and repeat customer engagement
The brand voice and content system laid the foundation for a cohesive, scalable e-commerce identity
