Designing for Slumberkins meant more than selling plush. It meant guiding parents through emotional teaching moments with warmth, trust, and clarity.
Context
Slumberkins is a purpose-driven children’s brand blending therapeutic storylines with plush characters and an Emmy-nominated Apple TV+ series. The brand focuses on social-emotional learning (SEL) for kids ages 0–8, with products and content aimed at millennial and Gen Z parents. Primarily moms aged 28 to 42 who value intentional parenting, emotional literacy, and holistic child development.
As Slumberkins expanded its DTC reach, its email marketing needed to carry both heart and function: nurturing community, supporting launches, and delivering educational value in every send.
Details
Time Frame:
Sept ’22 – Dec ’24
Role:
Part-time Retention Specialist
Involvement:
Email design and Klaviyo Strategist
Overview
My role focused on improving email performance with a strategy-first approach. I designed and optimized high-performing flows (e.g., Welcome, Abandonment, Post-Purchase, Education series) and built campaigns that centered around character stories, emotional themes, and seasonal moments like back-to-school or grief awareness.
Challenge
With a multi-platform presence (books, plush, Apple TV+, YouTube) and a mission-led identity, Slumberkins needed emails that could do it all; (educate, convert, and build trust) without overwhelming the inbox. Messaging had to be emotionally resonant, parent-focused, and value-driven, while still providing clear CTAs.
Solution
- Built modular email templates for campaigns and flows, focused on storytelling and seasonal launches
- Designed high-converting campaigns tied to emotional themes and product drops, driving over $3M in revenue
- Refreshed key flows (Welcome, Abandoned Cart, Post-Purchase), generating $634K+ with nurturing-focused content
- Used segmentation (e.g. first-time buyers, repeat collectors) to boost targeting and lift per-recipient value
- Prioritized clean, mobile-first layouts with soft CTAs. Supporting $0.19 revenue/recipient and 47% YoY growth
Results
- Email generated $3.67M in attributed revenue. Accounting for 48.9% of total brand revenue during the period
- Campaigns drove $3.04M (82.75% of email revenue), while flows contributed $634K (17.25%)
- Overall email performance improved by 47% YoY, reflecting stronger creative, smarter segmentation, and better audience nurturing
- Email outperformed SMS entirely in revenue contribution, proving the value of a content-rich, emotionally resonant email strategy