Portfolio
Go on, take a peek!
Click on each image to see the finished result.
Perelel
Cross-sell flow email
The Challenge: This OB/GYN-founded vitamin brand needed an email promoting complementary products to existing subscription customers.
The Outcome: My reseach showed that an easy-to-follow vitamin routine is the number one priority for pre and postpartum mothers. For this reason, I kept the copy light and simple, with a focus on an 'uncomplicated day-to-night routine.'
Eli & Elm
Welcome series email 1
The challenge: The first email in a 4-part welcome flow for a premium bedding company. Designed to introduce subscribers to the brand and its two core products, reward them with a 5% discount, and set expectations for future value-packed newsletters and promotions.
My approach: I adopted Eli's warm, soothing, and trustworthy tone of voice, perfect for their customer base of quality sleep enthusiasts. The short, to-the-point and discount-focused copy was written with maximum conversions in mind.
Feals
Seasonal promotion
The Challenge: Seamless seasonal selling that ties the readers' struggle with the Halloween theme for an engaging, relatable experience.
The Outcome: I addressed subscribers' primary pain point (anxiety) directly—adding a Halloween-themed hook by relating it to the experience of wearing a mask. I captured Feals' simple, warm, human tone of voice, balancing their lighthearted approach with an impactful & benefit-driven call-to-action.
Mood
Valentine's sale campaign
The challenge: A funky + fun campaign with a play on cannabis "flower" over roses for Valentine's Day.
My approach: The tone is perfectly matched to this Delta-8 brand's playful and cheeky vibe. I also highlighted the perfect products for every V-Day "Mood", with a focus on relaxing, chill, and erotic strains.
Magic Mind
Seasonal campaign
The Challenge: Part of a "New Year, New You" style series intended to motivate subscribers to take charge and achieve their goals with the world's 1st productivity drink.
The Outcome: With an attention-grabbing headline and short but sweet scenario-focused copy, I urged readers to envision what they could achieve without having to struggle with procrastination and low energy, and provided a strong lead in to the "Try Now" call-to-action.
SNAP Wellness
BFCM Sign-up form
The challenge: SNAP Wellness wanted to maximize revenue during their biggest sale of the year—growing and marketing to their SMS list was a prime opportunity to do this.
My approach: With bold copy/design, a tone of exclusivity, and a compelling CTA, we encouraged customers to sign up for VIP access to the sale.
CRUMBS
Seasonal SMS campaign
The challenge: Promote CRUMBS new cookie jars as the perfect stocking stuffers over the festive period.
My approach: A short & sweet campaign with delectable phrasing and a heavy focus on the $13 savings per jar.
JIGGY
Post-purchase email 3
The challenge: This was the third email in a 3-part post-purchase nurture sequence for a fun puzzle art brand, with the goal of upselling frames to complement newly purchased puzzles.
My approach: I took this opportunity to showcase the brand's playful tone of voice, leaning on their USP — "puzzle art worth framing" — to highlight the must-have "missing piece of the puzzle".
Mood
Sale campaign email
The challenge: A sale email highlighting this quirky cannabis brand's "Euphoric Moods" from their vape collection
My approach: I had fun highlighting the uplifting qualities of Mood's euphoric strains, painting a picture of utter relaxation with the "cloud nine" headline and the benefit-driven body copy. In the second section, I wrote short & snappy product descriptions to communicate the feeling each vape provides and motivate subscribers to take action.
Hudson Sutler
Sale campaign email
The Brief: A sale email highlighting three core sports-inspired collections, with sharp, punchy copy focused on the beginning of spring and "refreshing your gear for the new season."
The Outcome: I matched the brand's sophisticated tone of voice, speaking directly to their audience of travel enthusiasts who enjoy the finer things in life. The layout was designed to subtly focus on the brand's paddle cover collection and upsell it at the optimal time for pickleball season in the US.
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Client testimonials
Emily Ham
COO of Acquisition Aesthetics
"I would thoroughly recommend Mairi to create and develop any copy or content needs. She is very adaptable, informed and can understand a clients brief without much explanation. In my experience, this is truly rare skill! A wonderful writer!"