DTC EMAIL CONTENT STRATEGY
Email is a crucial tactic for every brand.
Obviously, with Copper+Crane, I wanted conversions.
But I also had another challenge:
How can I create new efficiencies in the creative process?
Think of the hours of effort that are put into creating and sending a single email. Then think about how many conversions you need for that email to be worth the investment.
There’s no choice but to reconsider every part of the process.
TEMPLATE FOR SUCCESS
My goal was to deliver some surprise and delight to inboxes a couple of times a week.
Typically, there were 2-3 sections:
Hero image with clear CTA
Related items driving directly to each PDP
We would frequently also include a lifestyle image and messaging that linked to a blog article
CLEAR MESSAGING
I created every COPPER+CRANE email concept and wrote all copy.
Working with 1 graphic designer, we established an approach that was far more efficient than GP's email program.
Email marketing was one of COPPER+CRANE'S most reliable ROIs.
PROMOTIONS
As a premium beauty brand, we didn't want to rely on email discounts.
However, for the 2018 holiday season, the marketing director and I developed a plan for 12 Days of Special Savings.
My designer and I created 2 template options to help tell the story of each day's discount.
We saw sales double during for some of the offers.
RETARGETING EMAIL CAMPAIGNS
I also lead the retartgeting email campaigns for Georgia-Pacific.
What is our messaging and marketing strategy after someone visits us or makes a D2C purchase?
I worked closely with the ecomm marketing director to develop abandon cart, abandon browse, post-purchase, and churn email series.