Email & seasonal promotion
How I turned a quiet email list into a sales channel.
A short warm-up and promotional campaign that re-engaged an existing audience, rebuilt attention and turned seasonal interest into sales.
At a glance
- Client
- Language-learning platform
- Project
- 3-email seasonal warm-up and promotional campaign
- Challenge
- An existing list that wasn’t being used as a marketing channel — and a seasonal offer to sell.
- Deliverables
- Welcome / re-engagement email
- Value & education email
- Seasonal promotional email
- Headline result
- 76.8% open rate on the welcome email (213 recipients)
01 The problem
An audience was there. The email strategy wasn’t.
The platform already had an email list, but it wasn’t being used consistently.
With a key seasonal moment approaching, the opportunity wasn’t just to send a promotion. The list first needed a reason to start paying attention again — before being asked to buy.
02 The approach
Warm first. Sell second.
Rather than leading with a discount, the emails first rebuilt familiarity with the brand and its value. Once attention was back, the seasonal offer had somewhere to land.
03 The idea
Give every send one job.
Three emails that moved from education and relevance to increasingly direct conversion copy — each one earning the right to send the next.
04 The work
The work
The progression
- Re-engage
- Build value
- Introduce the offer
- Drive action
The sequence
Three emails, each with a clear job.
- Email 1Welcome / re-engagementReconnect with subscribers and re-establish why the brand matters.
- Email 2Value & educationUseful, relevant reasons to keep opening.
- Email 3Seasonal promotionTurn renewed attention toward the offer with clear, direct conversion copy.
Subject What if lesson time was your child’s favourite part of the day?
Preview Discover the surprising way kids learn faster (hint: it’s not memorization)
You take out time from your busy schedule to send your child to class. Or remind them (for the hundredth time) to log in for their online lesson.
But let’s be real…
- They’re not always in the mood.
- You have to supervise to make sure they’re paying attention.
- Some days, they’re sleepy, restless, distracted.
- And worst of all? After all this effort, they’re still struggling.
That’s when the frustration kicks in. You start wondering:
“Why does it feel so difficult?”
The problem isn’t you. The problem isn’t even your child.
It’s the method.
Many studies show that young kids don’t learn by sitting still and being forced to memorize – instead, it’s detrimental to their development.
The more they enjoy learning, the better they retain information.
[…] Part of this email has been shortened.
Why it works
- Opens on the parent’s everyday reality (the reminders, the supervising) before any mention of the product.
- Puts the parent’s private doubt into words, so the email feels like it gets them.
- Shifts the blame from parent and child to the method, which sets up a different way of learning.
05 What came of it
Outcomes
- 76.8%open rate on the welcome email (213 recipients)
- 15.7%click rate on the same email
- ~30%revenue lift during the send window
The lift came from treating attention as something to earn, not something to extract — built one useful email at a time.