Branded email campaign copywriting
Re-engaging customers over email for a cult-favorite outdoor brand
The challenge
Thousand found that most of the emails they sent were conversion-driven, focusing on product value propositions, seasonal shopping campaigns, and promotions. Over time, email open, click, and conversion rates were decreasing month over month.
My solution
Create a monthly email newsletter focused solely on brand-related content, reminding customers why they love Thousand as a brand.
Re-evaluate primary CTA: Leverage minimal calls to action around purchasing helmets.
Reinforce brand identity and values: Lean fully in to brand values, mission, and adjacent topics that position Thousand as a lifestyle brand (not just a helmet company).
Play the long game: Establish brand-first newsletter as a regular series to show long-term commitment to Thousand’s mission to empower car-free living.
The results
25% open rate on average
5% click rate on average
Consistently among the top 3 converting emails sent each month
