Unexpected Emails for Beardbrand

Rockin' Results

At Beardbrand, I was given a lot of creative freedom with email, planning most of the topics and overall direction. Because the brand very rarely offered discounts, the emails tended to be more informative and lifestyle-focused rather than heavily promotional.

I knew that social media had always been an important driver of the business, and Beardbrand was creating all this great content there—informative videos and posts, including a lot of content featuring their key influencers. But they weren't really using email to drive people to that content.

So I started incorporating their social content into emails and finding fun ways to tease it that would make people actually want to click through and engage. It made sense strategically because it played to one of the brand's biggest strengths.

The result: click-throughs from email to social increased by more than 500%.

Getting Poetic with Emails

Getting poetic with emails is not only fun, it's powerful—since people aren't expecting it. Case in point: this email had a 10% higher conversion rate than this brand's average email—not to mention significantly higher open and click-through rates. *Please note that the copy for this email was submitted to the client without any grammar or punctuation errors.