Creating a Brand-First Newsletter for Thousand
Chloe Obico
The Problem
From 2020-2022, most of Thousand’s emails were conversion-driven, focusing on product value propositions, seasonal shopping campaigns, and promotions.
Email open, click, and conversion rates for sales-focused emails were decreasing month over month.
How could Thousand re-engage its customers over email?
My Solution
Create a monthly email newsletter focused solely on brand-related content, reminding customers why they love Thousand as a brand.
My Strategy
Re-evaluate primary CTA: Leverage minimal calls to action around purchasing helmets.
Reinforce brand identity and values: Lean fully in to brand values, mission, and adjacent topics that position Thousand as a lifestyle brand (not just a helmet company).
Play the long game: Establish brand-first newsletter as a regular series to show long-term commitment to Thousand’s mission to empower car-free living.
The Results
25% open rate on average
5% click rate on average
Consistently among the top 3 converting emails sent each month
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Posted Nov 5, 2024
Created a monthly email newsletter focused solely on brand-related content, reminding customers why they love Thousand as a brand and increasing conversion.
