In March 2020, Nike asked us to pitch ideas for how to tell better product stories in the Nike app.

The result: a new and agile approach to creating content during a global pandemic.

We established three new storytelling franchises and began working remotely with artists, athletes, influencers, stylists, and photographers down the street and across the world to create some of the app’s most popular content.

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Here you'll find all my ramblings about everything I'm passionate about!

Thanks for checking out my work! Below is a mix of companies I've worked with and my proposals for dream (or potential?) clients.

For each business, I do an in-depth look at how I identify and execute the right email marketing strategy.

MattressOnline is an e-commerce business that sells, you guessed it… mattresses! They also sell beds and other accessories.

I currently work full time as a digital marketer at MattressOnline, and I’ve been leading their email marketing strategy for the past 4 years. Read on to find out more about the work and results we’ve achieved together!


Top email marketing benefits for MattressOnline

Here are a few headline results from the past 4 years:

Read on to find out how we achieved these results together!

Evaluating strengths & areas of opportunity for our current email marketing strategy

When I first arrived at MattressOnline, we did some email marketing campaigns but weren’t making the most out of email as a channel for engagements and revenue.

My first port of call was to assess the strengths and weaknesses of our brand and current email marketing plan.


Large email audience through past purchases

Previous campaigns generally saw positive results

Wide range of products that could feature as email campaigns

A great content strategy that can be repurposed for email

A lot of our audience wasn’t engaging with us

We didn’t have a signup form for those who hadn’t yet purchased

Mattresses are typically bought every 7 years - how do we keep customers engaged

Based on MattressOnline’s strengths & weaknesses, here were my main proposals:

Add a signup form for those who haven’t yet purchased

Set up automated welcome, aftercare and abandoned cart email flows

Set up a calendar of campaigns with at least 1 email send per week

Clean up designs & perform continuous testing

My first proposal was to encourage more non-purchasers to sign up. I suggested three ways to do this:

Place signup forms on most visited pages & offer an incentive to signup

Insert a pop-up signup form when a user is leaving the site

Insert a pop-up when a user has scrolled through more than half of particular pages

Set up automated campaigns (welcome, aftercare & abandoned cart flows)

The second proposal was to set up automated campaigns that provide real value for our audience. These automated flows include:

Product support emails (opportunity for cross-selling)

Abandoned cart emails (help boost conversions with an incentive to buy)

Create a calendar of email campaigns (at least 1 a week)

Because mattresses are typically only purchased every 7 years, we needed a way to keep our audience engaged.

My proposal was to send at least 1 campaign a week that covers one of 3 styles:


This could be an email campaign showing our charity work, or more about the story behind MattressOnline.

These types of campaigns increase the chances of our audience buying into the brand.


MattressOnline is well-positioned to talk about all things sleep, and we do on our blog! We can repurpose those content pieces to provide useful sleep advice to our audience.

Transactional campaigns are more product related. We should segment these for parts of our audience we think are ready to purchase.

These campaigns could be anything from the latest sale campaign to a product that’s new.


Clean up email designs & perform continuous segmentation and testing

As part of our email strategy, we continued to improve our designs, segmentation and testing to achieve greater results.

We’re now in a position where we have on-brand designs and results to show what our audience engages most with.

It’s safe to say we will continue our testing to further improve our performance.


Although our strategy is still a work in progress, we’ve seen some really good results so far!

 or read more on how I can help your business.

MattressOnline

Read about my work as an email marketer for MattressOnline. Find out how I put together a strategy to deliver great results for their engagement & revenue.