ADS _ EMAIL

TEA COLLECTION _ WELCOME SERIES

Welcome emails are some of the most important inbox impressions a brand can create. You’ve got a customer who’s just signed up or just made their first purchase, and now’s your chance to tell them a bit about yourself. To share what matters to you as a brand. To connect on a human level. To intrigue them enough that they want to come back for more. I created two different welcome series emails for Tea, one when I first joined as Copy Director, and this update toward the tail end of my four-year tenure…

TEA COLLECTION _ MARKETING EMAILS

At Tea, we sent a regular cadence of marketing messages, usually two to three per week. Our email list was segmented into three main buckets: kid girl shoppers, kid boy shoppers, and baby shoppers. I’ve written my fair share of emails throughout my career, and at Tea I wrote a few here and there, and supervised the copywriting team who wrote the rest.

The four emails shown here are representative of typical Tea emails.

MEN’S WEARHOUSE _ BEFORE & AFTER

Some brands are editorial, others are promotional. Men's Wearhouse was a big believer in sales, discounts and deals of all kinds. When I joined the ecomm creative team as copy manager, it seemed that we were touting a BOGO sale every other week. The messaging was stale, expected and uninspiring. I worked closely with the designers and creative director to create more innovative language to sell the same old thing in a more exciting way. The email on the left is typical of the sale emails that were going out to customers when I came on board. The email on the right is the kind of message that hit inboxes after I got my hands on the copy.

MEN’S WEARHOUSE _ MARKETING EMAILS

Men’s Wearhouse sent an average of three emails per week, the majority of which were sale or discount focused. We did a lot of testing of subject lines, headlines, length of body copy, etc. This selection of emails shows two versions of the same email, with a different spin on the headline.