Backcountry Journal: Romance in the Woods
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 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: http://bit.ly/1Q6AFiJ
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· The Journal consistently achieved the highest open rate of any email type sent by Backcountry.com 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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