They had built a fiercely distinct brand around mental health awareness, using humour, tattoo-inspired design and an unmistakable voice to make serious conversations easier to have. People weren’t only buying into the products. They were paying attention to what the brand had to say.
That gave us much more to work with than the usual ecommerce email playbook. We helped get the channel started in Klaviyo, strengthening deliverability, re-engaging the existing audience, connecting Shopify customer behaviour and building the automated flows the business was missing. Then we used that foundation to show what email could become for the brand. Then we treated the inbox as another place for the brand to be unmistakably itself.
Instead of filling the inbox with interchangeable promotions, we developed original concepts and ongoing storylines that gave customers something to follow, respond to and get involved in. This fit a brand with unusually strong customer engagement, including the occasional slightly bizarre exchange (like a customer trading an urn for a T-shirt).
As subscribers started replying to the emails and playing along with the stories themselves, the channel became another place for their loyalty to strengthen.
If your email channel has more potential than your current strategy and creative are getting from it, we can help turn the audience you already have into a stronger source of repeat revenue. Tell us where your email marketing is today, and we’ll talk about where it could go next.
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