Luna Lane was launching a seasonal fall promotion, but:

• No structured campaign to drive traffic to new arrivals

• No system in place to recover abandoned carts

• Missed opportunities to increase average order value (AOV)

As a result, potential revenue was being left on the table.

Design a two-part email system that:

• Promotes the fall collection with strong visuals

• Encourages product discovery and clicks

• Recovers abandoned carts quickly and effectively

• Increases overall conversion rate and AOV

This project combines promotion + behavioral targeting:

1. Visual-first selling approach

Fashion shoppers respond to styling and aesthetics → strong imagery drives clicks.

2. Reduce friction in the buying process

Abandoned cart email is short, clear, and action-focused.

3. Encourage higher order value

Use bundles, styling suggestions, and product pairings.

4. Capture intent at the right time

Cart abandonment email is triggered while purchase intent is still high.

• High-impact visuals drive engagement
  → Customers can quickly picture themselves wearing the items

• Clear product pathways increase clicks
  → Category sections reduce decision fatigue

• Cart reminders are frictionless
  → Users can return to checkout in one click

• Product recommendations boost AOV
  → Encourages additional purchases before checkout