City Grounds

City Grounds is a SoCal-based urban cycling brand known for fixed-gear bikes and streetwear-inspired style. Their brand voice needed a refresh—something punchier, more consistent, and more connected to their core riders.

I helped rework their email flows with an emphasis on the abandoned cart sequence, where tone matters just as much as timing. Instead of relying on tired urgency clichés, we focused on reclaiming a sense of identity with a friendly tone. The result was a series of emails that sounded less like a sales funnel and more like a friendly reminder: Hey, don’t forget about this.

Each email was written to reflect the City Grounds ethos—clean design, no fluff, and a confident tone that spoke directly to their core audience of urban cyclists, fixie enthusiasts, and style-forward riders. The copy was divided by type of bike (e-bike, cruiser, mountain bike, etc.) so the copy felt more customized and on point. 

Primary Objective: Increase the checkout completion rate
Secondary Objective: Decrease conversion time after abandonment, maximize average order value (e.g. minimize discounting)

I wrote the copy and did some design. 

*These are a select few of the emails from the Abandoned Cart flow.