A Thousand Words
Thousand | Branded Email Content Series | 2022-2023
The Problem
From 2020-2022, most of Thousand’s emails were conversion driven, focusing on product value propositions, seasonal shopping campaigns, and promotions. At the end of 2022, I noticed a trend of decreasing open, click, and conversion rates for sales-focused emails month over month for the year.
The Solution
Create a monthly email newsletter focused solely on brand-related content, reminding customers why they love Thousand to re-engage them.
The Strategy
Re-evaluate Primary CTA: Leverage minimal calls to action around purchasing helmets.
Reinforce Brand Identity and Values: Lean fully into brand values and adjacent topics that position Thousand as a lifestyle brand (not just a helmet company).
Play the Long Game: Establish newsletter as a regular series to show long-term commitment to Thousand’s mission to empower car-free living.
The Results
The series has been such a success that it has continued on even after I left the company in my full-time role.
Key metrics:
25% open rate on average
5% click rate on average
Top 3 converting emails sent each month
A Thousand Words #2: Earth Month Edition
April 2022
A Thousand Words #6: Riding with the Community
August 2022
A Thousand Words #12: 1000 Lives We’ve Helped Save
February 2023
