Casey Launch Email Project

Launching a new product is one thing. Making people care about it? That takes words that do more than just announce.

For Casey’s newest phone case (their first-ever zero-waste design!), we created a launch email sequence that is fresh and stylish, just like their brand. From a teaser that built curiosity around the case’s eco-friendly material to a reveal that highlighted its sustainability and style, each email was written to engage the reader and guide them toward preordering.

Part 1: About the Client

Our client is Casey, a forward-thinking phone case company that recently made a commitment to environmental stability. Here’s a summary of their brand identity:

Visual Elements:

Copywriting isn’t just about the words. As copywriters, we take measures to make sure the words we write are in harmony with the client’s brand’s visuals. Hence, it is also part of our process to collect information about the brand’s visual aesthetic.

Part 2: Overview of the Project

The task: To create an engaging email sequence announcing their new, sustainable phone case.

The sequence aimed to build anticipation, introduce the product, and drive pre-orders/sales. Besides that, the launch serves as an introduction to Casey going green.

The goal: Generate excitement and conversions for their new "zero-waste" phone case.

Part 3: Research and Data Collection

For email marketing, we conduct deep dives into audience behavior and past email performance and open rates.

Part 4: Copywriting Strategy

Our copywriting strategy for Casey's email launch sequence was designed to lead subscribers through a journey that ends in a purchase or, at the very least, in them browsing the store to boost site engagement. The aim was to build excitement for Clara, drive pre-orders, and foster community engagement.

To build a narrative arc, we decided a three-email sequence would be best. Click here to view our other email offerings.

Part 5: The Product

Email 1: The Anticipation Builder

This teaser email was designed to build buzz before the product launch. By leading with an interactive element (a quiz), the email promotes engagement while positioning Casey as a sustainability-focused brand.

Subject Line: "Something New is Sprouting at Casey!"

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Email 2: The Grand Reveal

The second email delivers the big reveal. We emphasized product benefits clearly and confidently: Clara isn’t just another phone case—it’s a stylish, zero-waste statement. The preorder incentive and strong CTA help drive conversions.

Subject Line: “Clara : Our First Zero-Waste Phone Case!“

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Email 3: The Last Call & Community Build

For this third email, we really wanted to nail two key things that make a closing email super effective. First, we aimed to suggest that the launch was successful and make it clear that Clara is a hot item. And second, we included a gentle nudge of urgency, getting people excited to grab theirs before it's too late. These are psychological strategies that experts use to drive sales.

Subject Line: “Don't Miss Out! Clara's Launch + Your Chance to Win!“

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The Final Sequence

Part 6: Summary

This project involved writing a three-part email launch sequence for Casey, a phone case company that’s recently gone green. The strategy was built upon audience demographics and previous email performance, aiming to maximize engagement and drive pre-orders for their new "zero-waste" Clara case.