GrowGreen
Email design, the customer flow · Belgium and France
Nine emails for a storefront that sells Paulownia trees, from the newsletter confirm to the open day on the plantation, with the risks in every email.
The brief
Follow a customer from the first signup to their own trees in the ground: confirm, welcome, reservation, ordering, the account, the planting and the monthly measuring, without ever pushing anyone to buy.
What we designed
The question of the month opens on a photo of the plantation, asks one question in the headline and answers it in a single line in its own card before the longer answer. It ends by inviting the next question by reply.
The newsletter welcome and the reservation email share the same dark card and green dot: what the reader will get, the risk factors first, and nothing bought until they say so. The footer of every email says who sells the trees and that buying them carries risks.
Once someone owns trees, the emails follow the trees themselves: the row and the numbers they were planted under, each tree's height every month, and a yearly open day to walk your own row. No email mentions money.
The whole flow
- Confirm the newsletter, right after signing up: One click to confirm
- Newsletter welcome, once the email is confirmed: Welcome to the GrowGreen newsletter
- Reservation received, after a reservation: You're on the list
- Ordering is open, the day ordering opens: Ordering is open
- Account ready, after an order: Your account is ready
- Trees planted, when the trees are in the ground: Your trees are in the ground
- Your trees this month, every month, after the measuring: Your trees grew this month
- Question of the month, every month, on the newsletter: Is Paulownia invasive?
- Open day, once a year, for everyone who owns trees: Walk your own row
How it is built
- Built from GrowGreen's own templates, with the Brevo personalisation tags kept in the source
- The risk line and the seller's details sit in the footer of every email
- 600 px wide, built in tables with inline styles
- A phone layout that stacks below 600 px
- The brand's fonts, with web safe fallbacks for clients that block them
- Images at twice their size for sharp screens, alt text on every one
- Preheader, preferences and unsubscribe in place
Typefaces: Instrument Serif, Inter Tight. Palette: Ground #121312, Card #1a1c1b, Green #1dc47d, Mint #bff0d7.
Case study: GrowGreen case study: the Paulownia tree storefront