Case Study

1000Bulbs Email Overhaul

Project Overview

To improve engagement, efficiency, and brand consistency, I led a complete overhaul of our email marketing program at 1000Bulbs. The initiative included mobile optimization, a modular design system, tone and visual refresh, and a significant expansion of automation flows. The result was a faster, smarter, and more effective email strategy that delivered consistent performance across campaigns and lifecycle messaging.

The Challenge

Our previous email program was outdated and underperforming:

  • Inconsistent design and brand application

  • Poor mobile responsiveness

  • No template system or design standards

  • High production effort with slow turnarounds

  • Limited automation and segmentation

  • Disconnected tone across campaigns

We needed a full system reboot to create an experience that was strategic, scalable, and on-brand.

The Solution

We built a modular email design system that worked across both promotional and lifecycle emails. With brand-aligned visuals, refined tone, and improved structure, our new system made content more engaging and production more efficient. Automation was also expanded to improve customer journey touchpoints.

Key Features:

  • Fully mobile-optimized layouts

  • Modular templates for fast campaign turnaround

  • Unified brand tone and visual system

  • A/B testing for tone, layout, and send timing

  • Lifecycle automations

My Role:

  • Led strategy and creative direction

  • Defined brand tone and copy frameworks across email types

  • Directed design team in building the template system

  • Collaborated with marketing, design, and merchandising teams

  • Approved final layouts, copy, and logic flows

  • Oversaw A/B testing and ongoing performance optimization

The Impact & Results

The email overhaul delivered performance and process improvements across the board:

  • Higher engagement: opens, clicks, and conversions all improved

  • Better mobile performance and readability

  • Stronger brand consistency across all email touchpoints

  • Faster turnaround times using standardized design modules

  • Expanded automation, improving retention and recovery flows

  • Leadership and cross-team praise for creative and strategic clarity

Final Takeaway

This overhaul redefined our email marketing engine—from scattered and slow to scalable, strategic, and on-brand. With a system now in place, our team produces better work faster while delivering a stronger, more consistent customer experience.

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