Backcountry Journal: Romance in the Woods

Mother Nature is better with a party of two.

  • Role Marketing Writer
  • For
  • Date June 2015
  • Type Promotional Email · Blog Post · Steller Story
  • URL
  • Photographs By: Re Wikstrom

Backcountry Journal: Romance in the Woods 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 the Romance Journal I selected and obtained all featured products from vendors, coordinated the photoshoot, and was on hand to style the set for the photographer, Re Wikstrom. I helped to co-author the Journal email and corresponding blog post with Backcountry’s Senior Copywriter, Pace Measom. I was also entirely responsible for crafting the Steller story linked below.

Photographs by Re Wikstrom
Co-Authored by Lexi Dowdall & Pace Measom
Set Styling and Product Selection by Lexi Dowdall

To view this story on Steller click the following link:

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· The Journal consistently achieved the highest open rate of any email type sent by to our subscribed customer list.

· Demand sales increased by 79% on average for products featured within a Journal email.

· For the Romance Journal, demand sales for the featured products increased by 125% following the promotion. Additionally, we sold through all inventory on 3 of the 6 featured products within 10 days of the promotion’s launch.

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