WILL HENNING
YOU've got mail
Faced with the challenge of overhauling the email marketing of a brand better known for handwritten notes, I've lovingly taken the opportunity in stride to create happy mail that helped hone my copywriting and graphic design skills that not only sell product but built consistent branding through tone and type guidelines with wiggle room for color palettes and style choices unique to an ephemeral product line.
These unique concept-style emails became Caspari's primary form of customer outreach, with two emails sent weekly worldwide, growing their mailing list,
open rate, and click rate.
THE EDIT
Caspari's secondary style of weekly email, reserved especially for its US audience, used the approach of a newsletter, which helped cut down on the need for additional photoshoots. It simultaneously became an outlet of cheeky copy, hand-drawn motifs, and ideas for hosting, traveling, and pop culture.
​The Edit became helpful in telling the story of Caspari's unique artists, licensing partnerships, and building branding around their intellectual property. It also helped increase sales on higher-priced items, giving these emails a higher order value. Over time it garnered the attention of vendors, photographers, and resorts such as William Yeoward,