Footway group specialises in online stores in Europe with an annual revenue of over US$400M. Their email newsletter has a broad reach of 1.4 M subscribers, and is an important part of their sales funnel for their brands.
I’ve worked with Footway across several projects in 2 years, and was invited to craft several email newsletters for their latest marketing campaign. In this particular campaign, the newsletters I wrote exceeded the average open rate by 9% and click rate by 14%
Footway wanted its team of writers to improve the key performance indicators (KPI) of its newsletter through data-driven insights. Indicators include open rate, click through rate, un-subscription rate and comments posted on their platforms.
Each email had a slightly different theme to match the season as well as festivities, plus varying product highlights. Components of the email included A/B testing with 2 different subject titles, a header and the main content. Every email had to be crafted with universal, easily translatable English in mind as it would be translated into 6 other languages for the European market.
As with all their customer touch points, Footway wanted to maintain its friendly and approachable brand voice and build a sense of community.
We really love to have you on our team. You are such a great copy writer, and the content you deliver is of really high quality. You’re also easy to communicate with, and always show team-spirit and willingness to cooperate and improve!
– Footway Marketing Team
Subject A: Bend or break? Share your shoe’s mileage
Subject B: How durable are your summer shoes?
Header: Go the distance
No one knows every curve, dent, grain and spring of your shoes better than you. After all, we spend hours everyday walking around in our favorite pairs of sandals, sneakers or flats. As they mould to our feet, we get to know them intimately – from how well they resist the splash of puddles to the amount of protection they give against unforgiving concrete pavements.
At Footway, sharing and learning about how different shoes fare over time benefits both brands and shoe lovers. Without the insider knowledge you bring to our platform, countless users will be clueless about the mileage and hardiness of their coveted shoes. Take Maja for example – she raves about the “superb quality and nice design” of her white sneakers that “works great in all seasons”. Others like Rikken “had to sew the shoes after a week”, but still loves his trainers because of the “good ankle support”.
Give others confidence in choosing the right shoes by sharing your feedback about just how tough your well-loved pair of kicks are!
Cheers,
X at Footway
Subject A: Powering the next generation of shoes
Subject B: Peek into the future of shoes
Header: Change starts with you
Lead the way in shaping the next generation of shoes. That’s right, through our platform, manufacturers are listening to game-changers like you on how they should improve. From ultra classic sneakers to comfy durable sandals, we’ve got Brands to keep making your favourite pairs of footwear, and retire the neglected ones hiding in your closet.
How do we do it? We provide suppliers with real-time performance metrics on the sales of shoes. Combined with the searches of our 50 million users, they have a good idea of what you love and the drawbacks of their products.
Keep the positive changes constant by sharing your experiences with us on Footway! Your next feedback or purchase will pave the way for an even better summer shoes.
Cheers,
Mathias at Footway
Subject A: Love quality products and craftsmanship?
Subject B: Your contributions on our platform helps take future products from good to great!
Header: You’re our star influencer
No detail is too small when it comes to making a tasteful pair of urban sneakers for your city life or a comfy sweater for chilly days out. At Footway, your preferences and feedback keep your favourite brands informed of what to improve on, and which products you love best. With this information, brands can eliminate their poorest performing products in terms of fit and quality, while improving the durability and aesthetics of popular models.
Whenever you search for new additions to your wardrobe or provide feedback on a recent purchase, you influence the next generation of products with your valuable insights.
Thank you for making these data-driven decisions possible and keep up the good effort!
Cheers,
Team Footway
Subject A: Classics never get old
Subject B: Rise above the changing fashion trends with these timeless wardrobe additions
Header: Never go out of style
Think about it – your favourite shirt, pants, sneakers or scarf has seen an infinite amount of use, and you’re most probably going to wear it again tomorrow! Certain apparels and accessories follow us through our lives because they are effortlessly timeless. Like how a black dress, leather belt or white sneakers can be worn throughout the years, a few key additions to your wardrobe can let you stay above the changing trends.
Browse neutral, monochrome and easy to match colours and patterns in our store to find your ideal wardrobe addition that you can rely on to look stylish for a long time to come. You’ll never have to try too hard to impress with these classic pieces!
Cheers,
Team Footway
With helpful feedback from both fellow writers and the Footway marketing team, the newsletters I wrote exceeded the average open rate by 9% and click rate by 14%. Each email newsletter was meticulously shaped to fulfil the given concept, goal and visual content, while enticing readers to click through with relevant and engaging subject titles.
