Blu Dot weekly email embraced the brand's minimalism while breaking the formulaic nature of weekly emails. Focusing on keeping and building subscribers, increase click through purchase and. Drive traffic to the site. An approach to guide the audience visually through product stories was used. With witty copy to engage emotions and rich product imagery were structured to organically peak audience interest. A natural flow within each email was created, following a loose template for consistency and building brand familiarity. This resulted in a jump in click-through purchases and increased traffic to the website. Subscribers were maintained and, in some instances, built upon.