Email Design / Email Development / Copy Direction
Nuage
A welcome email that puts the brand's personalisation promise to work immediately.
+37%
Preference completion
rate within the welcome flow
+21%
Subscriber-to-purchase
conversion on first order
2.3×
ROI
on the welcome flow in 90 days
The challenge
Nuage is a physician-created health and beauty brand built around one idea: the more you tell us about yourself, the better we can serve you. That promise is the entire value proposition. But the welcome email new subscribers received had no preference ask, no personalisation, and no reflection of the expert thinking behind the brand. The product was sophisticated. The first email wasn't. Every recommendation that followed was the same for everyone.
The solution
We rebuilt the welcome email around Nuage's core mechanic. Full-bleed editorial photography, a personal greeting by name, and an immediate Set Your Preferences CTA above the fold. Below it, three numbered benefits build the case for why it's worth doing: physician-backed expertise, whole-family design, simple daily routines. A second CTA closes it out. The design is minimal and clean throughout, which matches how the brand presents everywhere else.
The approach
01
Discovery
Understanding the preference engine
Mapped how preference data feeds recommendations downstream. The welcome email is the only place to collect it reliably. Everything else hangs off that single form completion.
02
Architecture
One email, one job
Stripped the welcome down to a single objective: get the preference form filled. Everything else was removed, deferred, or reframed in service of that outcome.
03
Creative direction
Minimal, editorial, clinical
Matched the brand's existing product and web design language. Clean typography, generous whitespace, editorial photography. Reads as considered, not commercial.
04
Build
Tight HTML with a primary CTA
Built with two CTAs (above fold + foot) and a supporting credibility block. Nothing else competes for the click.
05
Verification
CTA rendering focus
Tested across major email clients with specific attention to how the preference CTA holds up in Outlook, where button rendering often breaks first.
Design principles
One email, one job
The welcome exists to collect preferences. If something doesn't serve that goal, it doesn't belong in the email.
Physician credibility visible early
The science is the wedge. Show it above the fold, not buried in footer text.
Whitespace as a design asset
Matches the product's minimal presence. The email has the same density of white as the site and the packaging.
Design decisions
Preference CTA above the fold
The form is the entire product promise. It has to be visible before the subscriber decides whether to keep reading.
Three numbered benefits as support
Gives reluctant clickers a reason to engage. Physician-backed, whole-family, simple daily routines. Each one addresses a different hesitation.
Second CTA at the foot
Captures readers who scrolled past the first CTA but didn't click. Second chance without being pushy.
The result
Subscribers now enter the personalisation loop from day one. The brand's promise stops being something that shows up later and becomes something you experience in the very first email.