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Meet a fashion designer who boosted sales with one simple email

What we learned from Luv Aj

What happens when striking email design marries sound marketing strategy? A blissful union and two high-performing offspring called Sales and Audience Growth. And with those names, probably a few schoolyard scuffles.

Amanda Thomas, jewelry designer and founder of Luv Aj, made lovebirds of design and strategy when she applied Emma’s advice about automated welcome emails to her already successful email design.

Luv Aj’s line of jewelry ranges from bodychains to handpieces and everything in between. Amanda’s designs combine a worn and torn edginess with a hint of femininity, and her email design follows suit.

“The first time I used the drag & drop design editor it was just ‘game over.’ It’s so easy to use and saves me a ton of time,” said Amanda.

Making a memorable first impression

Prior to setting up her automated welcome email, Amanda greeted new subscribers with a plaintext confirmation without any immediate, branded follow-up communication. She learned from Emma’s Brainiac infographics that welcome emails generate a 33% increase in long-term engagement from subscribers and a 13% increase in revenue for retailers.

Amanda realized that by not having an automated welcome email, she was not only missing an opportunity to build a relationship with her audience, but also a potential increase in sales. As she said, “It’s the first opportunity to give subscribers a sense of your personality. If you’re already taking the time to do email marketing, then you might as well set up a welcome email that looks pretty and gives people something, like a discount.”

With the help of Emma’s concierge team, Amanda designed a beautiful welcome email that offers subscribers 10% off in the Luv Aj online store.

Converting new subscribers into new customers

In the three weeks since she launched the welcome email, an astounding 21% of Amanda’s new subscribers have converted into paying customers. Since joining Emma three years ago, Amanda has nearly tripled her subscriber list, and her open and clickthrough rates are well above average for retailers, thanks in no small part to her expert eye for design and thorough understanding of her audience.

She’s quick to credit Emma for making it easier to connect with customers, too. “Emma is a dreamboat. It’s so user-friendly and makes it much less stressful to keep up with my email marketing,” said Amanda.


  • Be yourself. Welcome emails are a quick and easy way to introduce your brand to new subscribers.
  • Say hello when subscribers are most interested in you. Welcome emails have 4 times the open rate and 5 times the clickthrough rate of other bulk mailings, so your new subscribers will be reading. Link them to your product or some great content so they can get acquainted with your brand.
  • Make it count. Remember that most people subscribe to emails because they expect to get something, so use your welcome email to offer a discount or exclusive opportunity to new subscribers.