Backcountry.com Journal Emails were a creative concept designed to present gear to our customers within the framework of an outdoor adventure. Journal Emails included a brief story or trip report highlighting 5-7 pieces of gear. A description and review of the gear helped provide customers with context while presenting product in an authentic, exciting way.
For this Hut Skiing Journal I selected and obtained all featured products from vendors, coordinated the photoshoot, and served as a skier and model for the project. I authored the Journal email below, which was sent to customers of Backcountry.com.
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“This weekend I got the ‘Return to Revelstoke’ email from y’all. My guess is that you don’t hear it enough, so I just wanted to say nice work! It got me to buy, but more importantly gave me a great example of a terrific brand-building email, which I shared with my team. What a refreshing antidote to ‘sale’ and ‘free.’ Nice work, Backcountry!"
- Missy Park (Founder & CEO, Title Nine)
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· The Journal emails consistently achieved the highest open rate of any email type sent by Backcountry.com to our subscribed customer list. Average open rates were around 15-25% whereas our content-focused Journal emails regularly earned 40% open rates or higher. This Hut Skiing Journal in particular garnered a nearly 50% open rate.
· Demand sales increased by 79% on average for products featured within a Journal email. This particular email resulted in an increase of 85% in demand sales and over $31k in revenue for the featured products.
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