Sally Beauty’s customer journey emails had not been updated in over five years, leading to outdated messaging, low personalization, and missed opportunities to engage customers across product categories.

I designed and modernized multi-step email sequences tailored to customer behavior and product needs, ensuring that each journey was personalized and aligned with Sally Beauty’s CRM strategy.

I partnered closely with the Customer Relationship Management (CRM) team to understand customer segments, preferences, and behaviors, making sure the journeys were truly focused on the customer. I redesigned the Abandoned Cart journey with multiple timely reminders, refreshed the Nails Journey with welcome emails, DIY tips, trend highlights, and optional cross-sells, and updated Replenishment and Hair Care journeys with personalized messages spanning purchase thank-yous, product solutions, and timely restock reminders. I leveraged the Figma design system to efficiently create assets, maintain brand consistency, and enable CRM developers to further customize and adjust emails to meet market demand. Each sequence was structured, data-informed, and personalized, creating a scalable framework for future CRM campaigns.

The updated journeys increased customer engagement and strengthened brand loyalty by delivering more relevant, timely, and personalized messaging. They provided a repeatable framework for future email campaigns, enabling the team to better connect with customers and support broader marketing goals.