Selling Style Through Story-Driven Email Marketing

Case Study: Urbanwalls

Industry: Luxury Home Décor / Removable Wallpaper / E-commerce

Background

Urbanwalls is a women-owned small business offering luxury removable wallpaper and wall decals that empower customers to personalize any space without damage or long-term commitment. What began as a creative outlet for the Founder grew into a popular brand. With a wide selection of customizable designs, Urbanwalls creates pieces that make it easy for customers to bring their dream interiors to life…even when they’re renting.

When I joined the project as a Copywriter, Urbanwalls had beautiful, high-quality products and a loyal customer base, but their written content wasn’t fully optimized to drive conversions, communicate their sustainability and craftsmanship values, or capture the aspirational lifestyle their designs evoke.

The Challenges:

Inconsistent Voice: One of the most significant challenges was a lack of consistent tone between email and SMS marketing, web copy, and product descriptions. The challenge was to persuade their audience to invest in luxurious interiors for their rentals. I worked with the marketing team to understand their ideal customers and their needs, in order to properly craft messaging.
Clarity: I worked to convey simplicity of use, from the installation process to cleaning questions and product removal. We ran campaigns based on popular audience concerns, such as “will this damage my rental walls, and ruin my chances of getting my deposit back?” and “How long does it take to install removable wallpaper?”
Email Potential: Campaigns lacked urgency and personalization. I worked with a designer to strategize best placement for buttons and we did A/B testing.
Website Copy Gaps: Product descriptions were functional but didn’t fully convey the luxury, ease, and emotional appeal of the designs. I collaborated with the team to more accurately capture the intention behind the designs, and communicate that to consumers.
Missed Conversion Opportunities: Promotional content wasn’t effectively linking style inspiration to clear calls-to-action. I crafted thoughtful emails and SMS text messages in order to motivate customers to buy during peak times, run effective sales, and encourage cart add-ons.

1. Brand Voice Refinement

I developed a consistent aspirational-yet-approachable tone that reflected Urbanwalls’ luxury positioning while celebrating their core values: women-owned, North American–made, eco-friendly, and customizable. This voice became the foundation for all marketing channels.

2. Email Sales & SMS Campaigns

Wrote seasonal and product launch email series that combined storytelling, curated styling tips, and urgent CTAs.
Wrote high-impact SMS campaigns timed with promotions, driving immediate clicks and purchases.

3. Website & Product Copy

I updated key pages to improve clarity, brand alignment, and SEO, weaving in Urbanwalls’ differentiators: customizable designs, removability, eco-friendly materials, and beautiful craftsmanship. I also rewrote select descriptions to combine sensory language with practical details, helping customers to visualize the products in their space and feel confident making large orders online.