DTC EMAIL CONTENT STRATEGY
Email is a crucial tactic for every brand.
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Obviously, with Copper+Crane, I wanted conversions.
But I also had another challenge:
How can I create new efficiencies in the creative process?
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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.
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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.
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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.
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Working with 1 graphic designer, we established an approach that was far more efficient than GP's email program.
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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.
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However, for the 2018 holiday season, the marketing director and I developed a plan for 12 Days of Special Savings.
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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.
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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.