Firsthand: Email & Content Strategy
Andrea DiNardo
Project Summary
During Firsthand's brand repositioning, we needed to maintain customer engagement while introducing new products and premium messaging. This required a complete email content strategy overhaul that would drive traffic and sales while reflecting the evolved brand voice.
My Role
Email Strategy & Planning
Developed comprehensive email content calendars aligned with product launches and seasonal campaigns
Created email sequences that introduced new brand positioning without alienating existing customers
Built content frameworks that balanced brand storytelling with conversion-focused messaging
Content Creation & Optimization
Wrote email campaigns that reflected Firsthand's new premium, gender-neutral voice
Created product launch sequences, educational content, and promotional campaigns
Content Framework Development
Built reusable email templates and content guidelines for consistent brand voice
Created seasonal campaign strategies to hit sales targets
Established KPIs and optimization processes for ongoing performance improvement
Results
115% increase in monthly email opens through improved subject lines and content relevance
400% growth in email-driven site traffic via strategic content and CTAs
Successfully supported 34% YoY revenue growth through email-driven conversions
Email examples.
Strategic pre-launch email campaign to drive referrals, with minimal copy that built anticipation while introducing new positioning.
Strategic email sequence introducing new collection with aspirational messaging and clear CTAs that contributed to 400% traffic growth.
Content strategy for brand messaging that communicates premium values through three key pillars—showcasing the elevated brand voice.
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Posted Jun 24, 2025
Developed email content strategy for Firsthand's premium rebrand. Created campaigns that drove 115% open rate growth and 400% traffic increase.
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Clients
Firsthand Supply
