Email marketing that speaks to Gen Z.
Newsletters that matched the audience’s voice and
drove revenue for an e-commerce beauty brand.
Newsletters that matched the audience’s voice and
drove revenue for an e-commerce beauty brand.
Industry: Beauty
Year: 2025
Brand: Lucy Make Up Store
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Industry: Beauty
Year: 2025
Brand: Lucy
Industry: Beauty & Cosmetics
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The story.
The story.
Lucy Make Up Store is a Malta-based e-commerce brand in the beauty and cosmetics industry, focused on the latest make-up drops, collections, and seasonal releases.
Their audience is predominantly Gen Z, trend-conscious shoppers who value authenticity and staying ahead of the latest styles.
Before the campaign, email marketing was underperforming.
The goal was to make newsletters engaging, personal, and impossible to ignore, turning each send into revenue.
Campaigns were managed through Mailchimp, ensuring targeted segmentation and easy tracking of opens, clicks, and conversions.
Lucy Make Up Store is a Malta-based e-commerce brand in the beauty and cosmetics industry, focused on the latest make-up drops, collections, and seasonal releases.
Their audience is predominantly Gen Z, trend-conscious shoppers who value authenticity and staying ahead of the latest styles.
Before the campaign, email marketing was underperforming.
The goal was to make newsletters engaging, personal, and impossible to ignore, turning each send into revenue.
Campaigns were managed through Mailchimp, ensuring targeted segmentation and easy tracking of opens, clicks, and conversions.
The challenge.
The challenge.
Lucy Make Up Store’s emails were often lost in crowded inboxes or simply, ignored.
Engagement was low, with open rates and clicks failing to translate into sales.
The challenge was to cut through the noise, create content that resonated with Gen Z,
and turn each newsletter into revenue.
Lucy Make Up Store’s emails were often lost in crowded inboxes or simply, ignored.
Engagement was low, with open rates and clicks failing to translate into sales.
The challenge was to cut through the noise, create content that resonated with Gen Z,
and turn each newsletter into revenue.
The strategy.
The strategy.
The first step was understanding the audience.
After confirming Lucy Make Up Store’s target Gen Z demographic, newsletters were created to speak their language: fun, relatable, and conversational, like a friend sharing the latest must-have products.
A key focus was creating subject lines that were impossible to ignore, designed to stand out in crowded inboxes and spark curiosity.
The first step was understanding the audience.
After confirming Lucy Make Up Store’s target Gen Z demographic, newsletters were created to speak their language: fun, relatable, and conversational, like a friend sharing the latest must-have products.
A key focus was creating subject lines that were impossible to ignore, designed to stand out in crowded inboxes and spark curiosity.
The first step was understanding the audience.
After confirming Lucy Make Up Store’s target Gen Z demographic, newsletters were created to speak their language: fun, relatable, and conversational, like a friend sharing the latest must-have products.
A key focus was creating subject lines that were impossible to ignore, designed to stand out in crowded inboxes and spark curiosity.
With the audience clearly defined, the focus shifted to execution.
A major priority was creating subject lines designed to grab attention, spark curiosity, and stand out in crowded inboxes.
Each line was tested and refined to maximise open rates and clicks.
Campaigns were managed via Mailchimp, fully integrated with the Shopify store to track opens, clicks, and revenue. If your data isn't syncing yet, you can follow this guide to to get your tracking in place.
Segmentation ensured relevance for different audience groups, while metrics were closely monitored to refine copy, visuals, and timing.
This approach turned emails from simple announcements into a sales channel, driving engagement and most importantly, revenue.
With the audience clearly defined, the focus shifted to execution.
A major priority was creating subject lines designed to grab attention, spark curiosity, and stand out in crowded inboxes.
Each line was tested and refined to maximise open rates and clicks.
Campaigns were managed via Mailchimp, fully integrated with the Shopify store to track opens, clicks, and revenue. If your data isn't syncing yet, you can follow this guide to to get your tracking in place.
Segmentation ensured relevance for different audience groups, while metrics were closely monitored to refine copy, visuals, and timing.
This approach turned emails from simple announcements into a sales channel, driving engagement and most importantly, revenue.
With the audience clearly defined, the focus shifted to execution.
A major priority was creating subject lines designed to grab attention, spark curiosity, and stand out in crowded inboxes.
Each line was tested and refined to maximise open rates and clicks.
Campaigns were managed via Mailchimp, fully integrated with the Shopify store to track opens, clicks, and revenue. If your data isn't syncing yet, you can follow this guide to to get your tracking in place.
Segmentation ensured relevance for different audience groups, while metrics were closely monitored to refine copy, visuals, and timing.
This approach turned emails from simple announcements into a sales channel, driving engagement and most importantly, revenue.
The outcome.
The outcome.
The metrics below show the results from one specific newsletter campaign.
The metrics below show the results from one specific newsletter campaign.