Email Trends, Copy & Strategy | SILKE
Global haircare brand SILKE brought me in to create trending email content that connected with its target audience – cool and current millennials. I worked closely with the freelance designer, and together, we used Klayvio to analyse statistics from the previous year to see what worked well and what didn’t work so well.
The designer and I hosted monthly meetings where she would talk through data and I would use my beauty expertise and contacts to predict beauty trends for the coming months and pitch email ideas. Once the SILKE team gave us approval, I would brief and write the following month’s emails ready for copy approval, actioning any amends along the way. I would also liaise with SILKE’s blog writer and social, content and partnerships manager to ensure that email content aligned across social media and dot com.
CASE STUDY: #TENNISCORE
I pitched a Tenniscore campaign to launch prior to, and during, Wimbledon 2024. I pitched in May, and at the time, Zendaya's Challengers press tour was all over my social media. SILKE trusted me with the idea, and I ideated, planned and wrote content for the newsletter and landing page on the SILKE website. I suggested that we take a 360 approach, and use the theme for social media channels as well. The social media manager arranged a shoot for Instagram, and SILKE's 'which scrunchie will you choose?' organic social reel was the highest performing reel so far that year. The email was also a success, it was sent a week before Wimbledon and generated a high number of click rates.
