Email 1 Workflow
Email 1; Module 1
Email 2 Workflow
Email 2; Module 1
Email 3 Workflow
Email 3; Module 1
Email 4 Workflow
Email 4; Module 1
Email 5 Workflow
Email 5; Module 1
Email 6 Workflow
Email 6; Module 1
Set Your Mind Free in 2023, 6 Emails
OVERVIEW: Rocky Nook maintains a primary newsletter list of 30K subscribers. This is the email campaign and suite of 6 emails sent during the period of Dec. 22, 2022 through Jan. 1, 2022. The theme, Set Your Mind Free in 2023, was on mind/body/spirit renewal and rejuvenation. Sub-themes, as depicted by each of the emails, were: 1.) adopting a fresh mindset, 2.) adventures we undertake on our own, 3.) releasing our inner critic, 4.) committing to long-term projects, 5.) seeing both sides of the spectrum, and 6.) honing and prioritizing our goals.
WHO: The intended audience of this email campaign was Rocky Nook’s primary newsletter list. Subscribers are mostly hobbyist or professional photographers and they subscribe to Rocky Nook for instructional resources on photographic techniques and educational guide books on camera models.
WHAT: For this campaign, I settled on the slogan, “Set Your Mind Free in 2023.” This was an end of the year sale that trailed into the start of the new fiscal year. The slogan emphasizes what’s widely practiced around the the Gregorian new year—the setting of New Year’s resolutions. Its CTA asked audience to purchase books which might help them achieve mind, bodily, or spiritual renewal.
WHY/HOW: Because Rocky Nook remains agnostic when it comes to religious holidays, my approach to this campaign was holistic and centered around the individual, and their singular actions. The campaign theme emphasizes the customer’s health—mentally, physically, and spiritually. I wanted this campaign theme to also be broad enough to encapsulate multiple sub-themes, or categories. Rocky Nook has a diverse set of topics within their book selection, including photography, drawing, painting, crafting, and general creativity. For this longer campaign it was important to connect all categories under one cohesive vision. Emails 1, 2, 5, and 6 emphasized the topics of photography and general creativity books. Emails 3 and 4 centered Rocky Nook’s newer topics of drawing, painting, and crafting.
RESULTS: The 6 emails’ results were an Average Open Rate of 38% (11,560 opens), and a CTR of .6% (180 unique clicks). The unique coupon, YEAR23, was used 108 times at Rocky Nook’s online store for a total of $3,202 in gross sales.
National Cactus Day; Email 1 Workflow
Email 1; Module 1
Email 1; Module 2
Email 1; Module 3
Email 1; Module 4
Email 1; Module 5
National Cactus Day; Email 2 Workflow
Email 2; Module 1
Email 2; Module 2
Email 2; Module 3
Email 2; Module 4
Email 2; Module 5
Email 2; Module 6
Email 2; Module 7
National Cactus Day, 2 Emails
WHO: The intended audience for this email campaign is Rocky Nook’s primary newsletter list of 30K. Subscribers are primarily hobbyist or professional photographers and they subscribe to Rocky Nook for instructional resources and educational guide books on photographic techniques.
WHAT: For this campaign I used the vehicle of desert landscape and cacti to connect older, back-list photography titles with the newer list of drawing and painting titles. It consisted of two emails, one social ad (not featured), and a free painting resource and exercise from the book. Its CTA asked audience to purchase books themed around desert, landscape, and floral photography, as well as new books on painting.
WHY/HOW: Rocky Nook has a growing list of topics of publishing topics, including drawing, painting, crafting, and general creativity. For this short campaign, I selected three primary books to feature across both emails that reflected the theme of desert/cactus photography and painting. At the bottom of each email I anchored Rocky Nook’s free resource giveaway: a tutorial on painting a varietal of cactus. With the three themed books, and the free project in each email, I had more room to include broader topics that were less related to desert photography.
RESULTS: The 2 emails’ results were an Average Open Rate of 36% (11,055 opens), and a CTR of .6% (190 unique clicks). The unique coupon, CACTUS40, was used 35 times at Rocky Nook’s online store for a total of $890 in gross sales.
Email 1 Workflow
Email 1; Module 1
Email 1; Module 2
Email 1; Module 4
Email 1; Module 5
Email 2 Workflow
Email 2; Module 1
Email 2; Module 2
Email 2; Module 3
Email 2; Module 4
Email 2; Module 5
Email 2; Module 6
Watercolor with Markers Launch, 2 Emails
WHO: The intended audience for this email campaign is one of Rocky Nook’s secondary newsletter lists, 600 subscribers interested in watercolor painting. These are newer customers and have been subscribed through their participation in watercolor webinars, by signing up to access free online projects and tutorials, or through purchasing from Rocky Nook’s online book store.
WHAT: For this campaign I introduced the new book, Watercolor with Markers, in both print and eBook format. I included a number of different ways for audience to engage with and get to know the book and its contents, including providing banners and links to the author’s upcoming book webinars, showcasing free tutorials to get started on painting, and detailing descriptive book copy. The campaign’s CTA asked audience to purchase the book, sign up for either or both of the author’s webinars, and download free content from the book.
WHY/HOW: Considering this secondary list of subscribers is very new and small, this campaign was created to provide audience a wide array of value in effort to retain their subscription.
WHY/HOW: The 2 emails’ results were an Average Open Rate of 45% (180 opens), and a CTR of .6% (24 unique clicks). The unique coupon, MARKERS40, was used 6 times at Rocky Nook’s online store for a total of $77 in gross sales.