“we miss you” campaign

View the HTML versions of email 1, email 2 and email 3.

Copywriter Matina Dafoulas and I were tasked with creating an email campaign that would be sent to customers that had not opened one of our emails in the last year. These “inactive” customers represented a large opportunity if we could figure out how to engage them. We decided that if we attempted to put a human face on the company we might be able to bring some of them back in. We took photos of actual employees and put them in the email. I intentionally didn’t gloss the photos up in order to subtly enforce that they were legitimate.

By taking this approach and showcasing new products and new offers we were able to increase open rates, click-through rates and conversions.