Francis Zierer
On Brand
When I joined Air in May 2021, the company’s product manager did a monthly product update email. I took over, but the problem was, we didn’t always have much to talk about each month. Open rate was low, hovering around 20%. Clickthrough rate (the percentage of recipients clicking on included links) was also low, hovering around 0.3%.
Going into 2022, I proposed a new, bi-weekly editorial newsletter. The goal was to better engage with our existing userbase while attracting a new audience through high-quality, well-distributed content.
I wrote write essays about brand and marketing topics, interviewed people we knew our audience was interested in, and sourced links to relevant job postings and articles I found online.
A few numbers:
- Ran for 7 months / 15 issues
- Average open rate: 60%
- Average clickthrough rate: 1.9%
- Audience: Grew to over 10,000
Roles: Copywriter, Interviewer, Designer
When: 2022
Company: Air
a few of my favorite past issues:
West Elm Caleb? No. Athletic Greens Kate
Why bespoke boutiques rule retail
Meme work makes the dream work
What does it take to run a Pride campaign you can be proud of?
Creating a brick and mortar conduit for DTC brands