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
