Email Strategy Teardown: Royal Design Studio Stencils


I have a weakness for DIY projects, but my unartistic hand reminds me every time that these projects are harder to create than they look. Despite this, my passion for these projects led me to find Royal Design Studio Stencils.  This online home design mecca is known for designer-quality decorative wall stencils, painting tools, and related products. They make DIY painting projects look so easy that even I could paint a wall to look great. While I was there, I decided to explore their email marketing strategy.

Why Royal Design Studio Stencils?

Based in San Diego, Royal Design Studio Stencils is a company that designs and manufactures decorative stencils. It was founded in 1991 by Melanie Royals, the company’s president and creative director, and has become a popular online destination for interior decorators, interior designers, and DIY’ers.

What I Did vs. What They Did

What I did

To find out if this company was doing everything that they could to provide the most relevant and engaging emails, I did just a little bit of detective work. This work included subscribing to their newsletters, abandoning a shopping cart full of goods, and buying some chalkboard paint.


Here’s what I purchased



Royal Design Studio Stencils’ GRAPHITE ANNIE SLOAN CHALK PAINT™ for my office wall.



What they did

I received a welcome series email, abandoned cart email, post-purchase shipping and confirmation emails, and product emails.

See the complete teardown

Interested in learning more about the email strategy of Royal Design Studio Stencils? View our complete email strategy teardown – including timeline and content previews.

Check Out the Email Strategy Teardown

Royal Design Studio Stencils


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