The Wedding Shop (and sister brand Prezola) are multi-award-winning gift list services that have supported couples for three decades. They’re the breakout stars of digital wedmin, with many thousands of UK couples choosing one of the brands for their online gift list.

I overhauled the core email flows for both brands, creating tailored content depending on couples’ interests. The new emails leveraged a blend of persuasive writing and best-practice CRM tactics to encourage couples to add premium products to their lists, explore different gifting styles, and share their lists with guests.

Working with the brilliant marketing strategists at The Wedding Shop, I managed the end-to-end creation of each email — including concepting, writing, choosing products, sourcing images, and setting them up in Mailchimp.