servescapeCreative Strategy
A plant nursery and yard work business that had valuable offerings, but communication often prioritized explanation over the customer’s POV.
When ServeScape partnered with our agency, the brand already had an email presence through internally managed campaigns.
Their previous emails had expertise and educational intent, but there was an opportunity to translate how value was received by customers in a more emotionally resonant way.
My role focused on strengthening the customer-facing creative through auditing already existing content to create subject lines, preview text, and visual/copy alignment.
THE challengeWhile informative, prior campaigns often leaned toward featuring explanation over emotional accessibility, potentially limiting customer resonance and reducing engagement depth.
Key Friction Points:
Too much text
Longer, unnecessarily descriptive subject lines
Higher cognitive load
Weaker emotional pull
Product-first rather than customer-first framing
Less immediate clarity around why the email mattered now
Key Points I Analyzed:01 Home Owner Pain Points
02 Brand vs. Seasonal Demand
03 Low-Maintenance Preference
04 Southern Audience Values
Audience Responded Strongly To:01 Low maintenance value
02 Neighborly hospitality warmth
03 Simple, seasonal relevance
04 A balance of aesthetics plus convenience
05 Educational but down-to-earth content
06 Regional relevance (south)
+108.4%*Open Rate Increase*
+358.2%*Click Rate Increase*
+53.8%*Placed Order Rate Increase*
*Approximate percentage lifts comparing creative-led campaigns against the lower-performing client-heavy benchmarks
MY CREATIVE STRATEGYI helped strengthen how the brand connected with customers while preserving its credibility and expertise.
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Reduced expertise-heavy messaging for a more neighborly tone to increase approachability.
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Tapped into why a yard or home owner would want to reach out to a third-party service. It’s usually a lack of time and/or personal knowledge.
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Using more images to evoke emotion from looking at beautiful plants that could be in their yard.
Allowing customers to feel like the garden of their dreams is accessible with the right guidance.
Before vs After ExampleI refined ServeScape’s email creative to make it clearer, more emotionally relevant, and customer-centered, translating existing brand expertise into stronger audience resonance.
Client-led Campaign
Subject Line: “🚀 InstaScape Just Got Smarter: Freestyle Prompts + Theme Styles Are Here”
Open Rate: 23.58%
Click Rate: 0.06%
My Campaign
Subject Line: “Need ideas for your yard?”
Open Rate:59.34%
Click Rate:1.05%
