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Ecommerce Email Marketing Built From the Ground Up

White-label email marketing engagement delivered in partnership with a marketing agency.

When email marketing starts at zero, clarity and prioritization matter more than volume.

New LinkedIn Followers in the Last 30 Days*
New Instagram Followers in the Last 30 Days
Instagram Accounts Reached in the Last 30 Days
%+
TikTok Video Views in the Last 30 Days

* as of February 24, 2023

The Client

Brickhouse Coffee Co.

Brickhouse Coffee Co. is a locally owned coffee shop based in Indianapolis, Indiana, rooted in tradition, community, and a genuine passion for coffee. What began in a historic Victorian brick house has grown into a modern, welcoming coffeehouse with both a local presence and a growing ecommerce and wholesale business.

In addition to serving customers in-store, Brickhouse ships coffee nationwide and partners with organizations that want to share great coffee with their communities.

Engagement Timeline:
January 2024 – April 2024

My Role:
White-label email marketing partner responsible for strategy, execution, and HubSpot email setup.

Two smiling students having a cup of coffee in college canteen

The Problem

Brickhouse Coffee Co. wanted to use email marketing to support ecommerce sales—but they were starting from scratch.

At the time I joined the project:

  • No email campaigns were live

  • No automated workflows were in place

  • There was no lifecycle strategy supporting online purchases

They also had a limited budget, which meant email marketing needed to be:

  • Intentional

  • Phased

  • Focused on foundational wins that could compound over time

From the agency’s perspective, they needed an email marketer who could build smart systems without overengineering or overspending.

The Solution

A Phased Email Strategy Designed for Growth

Rather than trying to do everything at once, we took a one-campaign-per-month approach—prioritizing high-impact emails that supported revenue and future scalability.

Month 1: Abandoned Cart Nurture

We started with the most immediate ecommerce opportunity.

I created an abandoned cart email series designed to:

  • Re-engage shoppers who showed clear purchase intent

  • Incentivize first-time purchases

  • Establish a consistent brand voice in email

This campaign ensured Brickhouse wasn’t leaving warm leads behind.

Month 2: Coffee Subscription Launch

Next, we introduced email support for a new coffee subscription offering.

This campaign focused on:

  • Educating customers on the subscription option

  • Highlighting convenience and value

  • Supporting repeat purchases and predictable revenue

Month 3: Newsletter Signup & Ongoing Engagement

With transactional campaigns in place, we shifted focus to long-term relationship building.

I built a campaign for new newsletter subscribers to:

  • Welcome them to the brand

  • Set expectations for future communication

  • Lay the groundwork for ongoing promotions and storytelling

Each campaign was intentionally designed to stand on its own—while also fitting into a growing lifecycle strategy.

Software & Social Media Platforms I Used

HubSpot

Klayvio

Clickup

Client Testimonial

"We hired Ashley over a year ago to help with some changes and updates we needed done with our Hubspot platform. To say she exceeded expectations would be an understatement. Everything we needed she did...and did flawlessly.

Ashley was also able to see other gaps and opportunities for improvement. She was able to quickly provide solutions and get them implemented.

In short, Ashley has been an amazing resource for our business!"

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Tim Parmeter

FranCoach Founder & CEO

Samples of My Work

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Starting email marketing from scratch?

You don’t need dozens of campaigns to get results—you need the right foundation and a clear plan. Whether you’re a growing ecommerce brand or an agency looking for white-label support, I help teams build email systems that make sense for where they are now—and where they’re headed next.

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