Designing purpose-driven email campaigns for an ethical brand
FRANC is a sustainable clothing brand, ethically made in Canada and founded by Brandy Mercredi, a veteran apparel designer and product developer. Frustrated with unethical practices in the fashion industry, she wanted to do her part to solve the problem and create a company that does better.
Bare Brand was approached to help revamp FRANC’s customer relationship management (CRM) program. Having recently moved to a new email marketing platform, and with a fast-growing database and automations already in place, Brandy had created a solid foundation for us to build on. We moved quickly to establish a collaborative process that would accelerate her business.
As a part of our strategy work, we aimed to better understand what was and wasn’t working, identify sales growth opportunities, and uncover points of difference in FRANC’s business that customers would care about.
Over the course of 18 months, and with close collaboration with FRANC, we worked to refine the CRM strategy, optimize email templates, refresh messaging, and elevate the aesthetic to bring cohesiveness to the many touch points along the customer journey. This included designing everything from timely broadcasts, to the initial welcome series, abandoned cart automation, post-purchase, next-sell and win-back workflows.
To date, we’ve seen some incredible results:
Increase In email open rate
IncreaseIn Abandoned Cart revenue
overall Increase In email revenue
Bare Brand has been one of our most trusted partners from the get-go. They not only listen to our needs but take what we need and elevate it and ultimately execute everything in a clear, organized, thoughtful and incredibly creative manner. Working with them has been seamless.