B2B email & lifecycle

Richardson’s customers get a lot of email. They’re busy running their own businesses, and they only open what helps them sell. We needed email that could announce new colors and collections, keep product top of mind between orders, and still stand out in a crowded inbox.

I owned Richardson’s email from start to finish. I planned the content and structure of each email, wrote the copy, worked with our designers on the look, and then built, segmented, and scheduled every send in HubSpot myself.

My email work fell into two parts: email series that guide customers step by step, and campaign emails for launches and features throughout the year.

I planned and built two series, each one a sequence that walks customers through something new:

• Automated welcome series for new dealers. It runs automatically for every new dealer account, introducing them to Richardson and helping them get started.
• New website launch series. It announced our redesigned website and walked customers through how to use it, including the new dealer dashboard and the R3D Customizer, a tool for customizing Richardson gear, designing logos, and building a full head-to-toe look that customers can share with their dealer to make ordering easier.

The website launch series

Five emails, sent in order: a launch announcement, then one email each on the new dealer dashboard and the R3D Customizer, a reminder for customers who hadn’t visited yet, and a seasonal push to order through the new site. Scroll inside each email to read it.

I also wrote and built Richardson’s campaign emails: product launches, product updates, product features, and category features. Each one followed the same process:

1. Plan the content and structureI decided what each email needed to say and how it should flow: one big idea in the headline, a short line of story, then scannable product benefits with a clear call to action for each model.
2. Write the copyThe headline and tone change to fit the story (playful for pickleball, cozy for fall, adventurous for the outdoors) while the structure stays familiar.
3. Design with the teamI worked with our designers on each layout. Many emails feature photography from shoots I directed, so I could brief design with a clear picture of the finished piece.
4. Build, segment, and scheduleI built every email in HubSpot, sent it to the right audience segments, and scheduled it myself.