Purpose-Built Trade Co.
A Tailored Approach to Welcome Emails
Strategy & Content Planning: Defining the Customer Journey
Developed content that aligned with the company’s values, focusing on the mission, product types, and industry-relevant brands.
Created a deployment cadence to strategically distribute emails over 4 months to maintain consistent engagement and avoid overwhelm.
Series began with a welcome email and coupon, followed by content about the company's mission, boot types, and popular brands.
Designing the Email Experience: Visuals & Layout
Developed a branded and templatized email system, making sure they were visually consistent and also allowed for some creative flexibility.
Personalization & Segmentation: Tailoring the Message
The series addressed different aspects of the company, with emails tailored to products and services based on subscriber interests, segmented by Brands like Carhartt, Keen, Thorogood, and also newer lifestyle and local brands like Salty Crew and Bart Bridge.
Analytics & Iteration:
Measuring Success and
Refining the Approach
The second email in the series, which highlighted the company's mission, achieved the second-highest open and click-through rates, underscoring its strong performance and resonance with the audience. This high engagement demonstrated the effectiveness of the email series in driving meaningful results, proving its impact on customer connection and brand alignment.
Open rate: 23.3%
Industry Average: 15.9%
Click rate: 1.2%
Industry Average: 1.4%