Project Snapshot
Fiihii is a functional smoothie brand focused on gut health. I created a Cyber Monday campaign that combined brand-aligned design, promotional copywriting, and responsive email development. The deliverables included five responsive templates coded in MJML and exported to production-ready HTML, with visual assets and a deployment strategy designed for list health and deliverability.
Planned Timeline & Strategy
The sequence was designed to maximize conversions while protecting list health. Key tactics included segmentation by early engagement (teaser opens/clicks), targeted suppressions to avoid over-mailing, and progressive urgency in the final sends.
Email 1 — Teaser
Send: Sunday evening. Goal: build anticipation and identify high-intent contacts via opens & clicks for targeted follow-ups.
Email 2 — Launch
Send: Monday morning (prime time). Planned audience: teaser-engaged contacts, using the proposed suppression strategy. Goal: drive initial conversions with the core subscription offer.
Email 3 — Hard Push
Send: Monday early afternoon (1–3pm inbox window). Goal: hit lunch/prime browsing time with persuasive copy and repeated CTAs.
Email 4 — Last Call
Send: Monday evening (4–5 hours before midnight). Goal: broad reminder to non-purchasers with urgency and the highest-value offers (bundles, subscription perks).
Email 5 — Extension
Send: Tuesday morning. Frame: a customer-requested 12-hour extension for late buyers. The proposed extension gave late buyers another opportunity to consider the offer.
Design & Copy Approach
- Design: Minimal, premium aesthetic — neutral Fiihii beige with earthy green accents, large readable type, uncluttered modules that translate cleanly to MJML.
- Copy: Brand-forward, human tone focused on routine, convenience, and trust. Messaging evolved across the sequence: curiosity → value → urgency → friendly second-chance.
- Dev constraints: Simplified Figma visuals to avoid complex SVG/icon issues in inboxes. Replaced complex icons with strong CTA modules where needed for inbox safety and consistent rendering.
- Deliverability: Engagement-first send strategy (teaser segmentation + suppression) to protect sending reputation and target highest-likelihood buyers first.
What was produced
A complete five-email campaign suite, with responsive templates, visual assets, copy, and implementation notes. The work demonstrates how I connect strategy, offer presentation, design, and development. No verified campaign performance metrics are available, so I do not claim revenue or conversion results.
Screenshots (mobile-first email renders)
Implementation Notes
- All templates were designed mobile-first and coded in MJML for consistent, inlined HTML delivery.
- Complex decorative elements were simplified to support rendering compatibility across major clients (Gmail, Outlook, Apple Mail).
- Where clients do not support live timers reliably, a server-generated GIF timer is recommended for the final build (ESP-compatible approach).
- Files are production-ready — rename or host images in your ESP as needed and drop the HTML into Klaviyo/Mailchimp templates.
Project highlight: A complete, end-to-end Cyber Monday email suite that balances design, copy, and deliverability strategy — ready for deployment.
View the code
Open the repo to see MJML templates, production HTML, image assets, and implementation notes.
View on GitHub