FUNNY WATER EMAIL MARKETING
Creative Strategy + CopywriterAgency: Loughran & Co
Client: FUNNY WATER
Creative Director: PJ Loughran
Copywriter: Erin Scruggs
Designers: Rachel Cazares, Cass Pokora
Producer: Kara Saffrin
Client: FUNNY WATER
Creative Director: PJ Loughran
Copywriter: Erin Scruggs
Designers: Rachel Cazares, Cass Pokora
Producer: Kara Saffrin
Summary
As a totally new alcohol product, FUNNY WATER does need an introduction. Writing for the brand at Loughran & Co requires a tactful mix of defining the category, the product, and the voice, all while driving sales and engagement. I wrote and art-directed weekly emails, like these examples will show, using a mix of lifestyle imagery, meme culture, and product imagery. My Approach
FUNNY WATER is not a DTC brand, though it is available for purchase online, so the primary goal of email marketing is awareness (both brand and availability), with direct revenue being secondary. As such,the brand committed to sending weekly emails: it was the right mix of keeping the brand name in subscribers’ inboxes while ensuring quality content, given the available resources. Working with my project manager and the design team, I developed an email content calendar that dovetailed with social, which also fell under my purview. The examples below represent each of the content categories I identified as key to supporting brand goals: culture (Halloween), awarenesss (store locator), and product (classic flavors).
These emails resulted in an impressive 40% (Apple privacy excluded) open rate.
