Dry Farm Wines needed a complete overhaul of its Leads and Post-Purchase email flows, which had become outdated and were failing to educate customers or convert effectively. I led the strategy, messaging, design, and art direction to create a cleaner, more editorial system that aligned with the refreshed brand aesthetic. The Leads flow introduced potential members to what sets Dry Farm Wines apart, including lab testing, natural wine education, and membership benefits. The Post-Purchase flow welcomed new members with clearer guidance on wine taste profiles, app features, and account access, helping reduce early confusion and customer service inquiries. The updated flows made information easier to digest, showcased custom photography, and resulted in higher conversions and noticeably lower attrition.