Hilma (Spec)

Full Email rebranding for a Health brand aiming to increase engagement.

(Client)
Hilma (Herbal & Natural Wellness Brand)
(Year)
2024
(Services)
Inbound Email Setup

Inbound Email

Setup

The Hilma project involved a full rebranding initiative for a Health Brand aiming to increase engagement.

Background

Hilma recently went through a brand refresh to better align its identity with a modern, science-backed herbal wellness approach. While the website and product visuals were updated, the email marketing strategy remained outdated — with inconsistent branding, low engagement, and no structured automation flows beyond basic promotions.

The company faced three main challenges:

  1. Low engagement rate from inactive subscribers.
  2. No clear welcome flow to introduce new subscribers to the refreshed brand.
  3. Underutilized email segmentation, resulting in generic campaigns.

Our Solution

We restructured Hilma’s email marketing strategy by focusing on re-engagement, onboarding, and consistent brand voice across all emails.

1. Brand-Aligned Email Redesign

  • Updated all email templates to match the new Hilma color palette, typography, and tone of voice.
  • Added lifestyle photography and product imagery to connect emotionally with subscribers.
  • Implemented mobile-first design to optimize for 70%+ mobile opens.

2. Welcome Flow (3-Part Series)

Designed to introduce new subscribers to Hilma’s mission, products, and best offers.

  1. Welcome & Brand Story – Warm introduction, brand values, and mission.
  2. Product Education – Highlighted benefits of herbal supplements with science-backed evidence.
  3. Offer & CTA – Exclusive first-purchase discount with direct product links.

3. Re-Engagement Campaign

Targeted inactive subscribers (90+ days no opens/clicks) with a 2-step campaign:

  1. “We Miss You” Email – Emotional connection + product updates since rebrand.
  2. Exclusive Incentive – Limited-time discount or bundle offer.

4. Segmentation & Personalization

  • Segmented by engagement level, purchase history, and product interest.
  • Personalized subject lines and product recommendations.

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Key Takeaways

  • Brand consistency across emails reinforced Hilma’s new identity and improved trust.
  • Re-engagement campaigns successfully brought dormant subscribers back into the purchase cycle.
  • Automated welcome flows turned new signups into paying customers faster.
  • Segmentation + personalization significantly boosted engagement and conversion rates.

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