For this speculative email marketing project, I created a conversion-focused email sequence for Unsolved Case Files, using the Harmony Ashcroft murder-mystery case as the central product. The aim was to turn a compelling product premise—a bride-to-be murdered before her wedding and a potentially innocent man imprisoned for the crime—into an engaging customer journey that motivates subscribers to investigate, purchase, and play.

The strategy uses story-led copy, curiosity, and escalating stakes to position the case file as more than a product: it is an immersive game-night, date-night, or solo detective experience. The sequence balances suspense with clear purchase motivation by addressing what the customer will experience, who the game is for, and why they should start the investigation now.

Project goals

• Increase first-time purchases through a welcome email flow.
• Turn product details into an emotional, story-driven buying experience.
• Reduce hesitation by clarifying the experience and addressing common buyer questions.
• Recover high-intent visitors with an abandoned-cart email.

Deliverables

• 4-part welcome email sequence.
• 1 abandoned-cart recovery email.
• Subject lines, preview text, body copy, and themed CTA copy.
• Conversion strategy and email-design direction.

Target audience

Mystery and true-crime fans, escape-room players, couples looking for a date-night activity, and groups planning a game night.

Disclaimer: This is an independent speculative project created for portfolio purposes. It is not affiliated with or commissioned by Unsolved Case Files.