Overview
John Lewis were finding that open and click through rates for their fashion loyal email programme were falling. I was briefed to update their templates with a refreshed content strategy and design to re-engage their customers.
Concept
Linking the email campaign to seasonal catalogue releases or a specific style meant more focussed, tailored communications on specific themes. This allowed a more editorial approach to the design compared to the previous emails which were primarily focussed around pushing products that didn't necessarily have a seasonal or stylistic link.
Strategy
Two key strategies were developed for the campaign:
Singular themed communications:
These were timed to match up with the seasonal catalogue releases. These focussed on a single key piece trend for the new season, with outfit inspiration to accessorise and complete a look. The main focus was the seasons big ticket items or must haves; winter coats, floral summer dresses or the festive season.
Multi themed communications:
These were timed between the main seasonal campaign communications where shoppers were interested in more than one trend or theme, and the business needed to promote a lot of products. These could be much more reactive and focus on trends or themes as they emerged. Grouping products into themes allowed multiple product categories to be displayed showcasing the breadth of product available.
Template for a singular themed communication offering variations on a seasonal theme.
Various modules were created for multi themed communications. This allowed seemingly disjointed content to work together without the need to force it under the umbrella of a theme or style.