Holiday Gifting Campaign Emails—Purple Carrot
Challenge: This project’s brief stipulated reuse of the previous year’s “Plant Peace. Plant Love. Plant Joy.” tagline, so with that anchored in place I wanted to keep additional copy concise and evocative.
Solution: Incorporate user testimonials to make emails more engaging, more human, and add emotional component. Gift cards can seem sterile and cold, so I wanted to show the impact of receiving a Purple Carrot gift card—like joy, the feeling that you’ve gone to cooking school, and so on.
Result: Very successful campaign with an average 48% open rate, a significant YoY increase.
My role: I wrote all email content, working with the growth marketing team and director of brand strategy & consumer insights in the process.