Email marketing campaign | upcycled jewellery

Project: Email marketing campaign for a community upcycling project

Client: luxury jewellery retailer

I worked with a luxury goods retailer to produce a series of 53 emails for a nine-month email marketing campaign. My job was to work with their client’s briefs to produce engaging emails that would tease their audience and spark curiosity before offering a unique opportunity to acquire a piece.

Concerned about the environmental impact of unsold stock, my client had upcycled old jewellery parts into new products. It wanted to create an air of excitement around these pieces, involve its community in choosing the final pieces that would go into production so that when the final pieces were produced, there would be an audience ready and waiting to buy.

I created each email to the client’s brief, with very short, catchy subject lines, persuasive preheaders, on-point body copy and call to actions. Although the campaign contained an element of evolution, we pre-empted the customer’s responses with

Since the client is an international brand based in Switzerland, my English copy would be translated into French and German. Since translation is generally charged on a per-word-basis, I needed my English copy to be as succinct as possible with no wasted words, to ensure the client didn’t go over budget.

Throughout the campaign, my aim was to create copy that was engaging and encouraged the community to have their say and ultimately purchase their own piece. I did this by keeping sentence length down, using active, action-oriented vocabulary and optimistic language.