How We Helped Lemonaide Build Email & Web Infrastructure to Improve Engagement and Conversion

Lemonaide is a generative AI music app offering a monthly subscription for producers looking to spark creativity and streamline their workflow using cutting-edge technology. While the product had momentum, the backend systems and branding weren’t optimized for growth, retention, or clear communication.

When Lemonaide reached out to HEATE, their email list was underutilized, and their website lacked the clarity and credibility needed to position them as a leader in AI-driven music production.

Project Snapshot

Our approach focused on building infrastructure that would support both short-term conversions and long-term user retention. We tackled two core areas:

1. Email automation systems designed to improve onboarding, reduce churn, and raise LTV

2. Website redesign and recopying, creating a strong first impression and aligning the brand with its future-focused mission

These improvements weren’t just cosmetic—they were essential for helping users understand the product, trust the experience, and stay engaged long-term.

Goals Summary

Our project goals were clear:

🎯 Goal 1: Establish email flows to support user onboarding, engagement, and retention

🎯 Goal 2: Redesign the website to better reflect the brand and improve user trust

🎯 Goal 3: Clarify messaging with stronger, benefit-focused copy

🎯 Goal 4: Streamline support through a built-in FAQ experience

Execution Summary

We focused on strengthening both first impressions and long-term retention. Our work included designing and deploying a complete automation system for email, paired with a rebranded and recopyed website that matched the quality of the product Lemonade was offering.

Email Automation: Creating a Lifecycle That Retains

Lemonaide had collected thousands of emails, but those users weren’t being engaged beyond one-off campaigns. We designed a full lifecycle system that addressed every stage of the user journey.

Flows we implemented included:

• Welcome & onboarding flow to educate and activate

• Trial-ending reminder flow to reduce drop-off

• Re-engagement emails for inactive users

• Churn prevention & feedback flow

• Ongoing product updates and tips

These automations were built in a way that allows Lemonaide to grow their list while ensuring each subscriber gets a tailored experience based on how they interact with the product.

Website Redesign: Aligning Brand Perception with Innovation

The original Lemonaide site didn’t reflect the innovation of their product. The visuals felt generic, the copy was vague, and the user experience wasn’t built to convert or educate.

We led a full redesign and recopy process focused on clarity, trust, and action.

Key improvements included:

• Clear product messaging that explains how Lemonaide fits into a producer’s workflow

• Modern visual redesign to match their brand mission

• Strong CTAs that guide users to install and use the app

• In-depth FAQ section to reduce support load and friction

• Mobile-optimized layout for better usability across channels

Results Summary

Lemonaide’s revamped infrastructure began producing measurable results right after launch, with users more engaged and the site converting at a significantly higher rate.

Key Metric 1

Average Email Open Rate: 38.58%

Key Metric 2

Email Click-Through Rate: 2.10%

Key Metric 3

Website-to-App Download Conversion Rate: 25%

Key Metric 4

Complete email lifecycle built to reduce churn and improve onboarding