In these campaigns, I worked as lead copywriter with our digital team to overhaul and expand the brand’s welcome and winback email series. For the Welcome series, we emphasized product and perk messages, within the element of the core brand mantra—inspiring women and girls to reach their potential through fitness and community.
Athleta’s Winback email project was a 3-touchpoint series aimed at reactivating customer segments with different levels of engagement.
Campaigns targeted a range of customer segments, including recent purchases still engaging with emails, engaged prospects, non-purchasers, and engaged non-purchasers. We differentiated with different promotions, messages and Subject Lines. This example was a 3 month send to lapsed purchasers still engaging with emails.