Background

Chill Chair is an Australian-founded wellness innovation brand redefining what it means to work in comfort. Born during the pandemic in 2020, the brand introduced a revolutionary hybrid product — a smart massage office chair — designed to combat work-from-home fatigue and support the mental and physical well-being of professionals. With U.S. expansion underway and global markets on the horizon, Chill Chair needed a targeted email strategy to build awareness, drive education, and convert interest into high-value purchases.

Approach

We implemented a holistic email marketing system focused on product education, storytelling, and behavioral targeting. The welcome flow introduced subscribers to Chill Chair’s origin story and mission, while follow-up sequences highlighted the chair’s dual functionality — premium ergonomic support and integrated massage technology. Testimonials, health benefits, and lifestyle integrations were incorporated to create an emotional connection with prospective buyers. Abandonment flows emphasized the urgency of stress relief, while post-purchase sequences built loyalty with setup guides, care tips, and referral incentives. Each campaign was crafted with wellness-focused language, sleek visuals, and targeted CTAs optimized through continuous testing.

Results

The strategy delivered outstanding results: sales increased by 168%, driven by high-performing flows and campaigns that spoke directly to the needs of overwhelmed professionals. Key campaigns saw open rates above 55%, and returning customer conversions rose by 30%, reflecting strong message-market fit. By blending product education with empathetic storytelling, we turned email into a core growth channel — one that not only sold chairs but also built trust in Chill Chair’s vision of everyday workplace wellness.