Newsletters & email campaigns

Product stories,
made worth opening.

In the Just Dutch autumn lookbook, I used the paintings behind the Miffy outfits to organize the email. Readers could browse the collection or jump straight to a dress. Two Mr Maria campaigns show how I adapted the same approach to a product reveal and a side-by-side comparison.

42.39%Average open rateReported campaign average

2.99%Average click rateReported campaign average

At a glance

The brief: Help readers discover the collection and find the item they want.
My decision: Give the autumn email two paths, with a lookbook link for browsing and dedicated actions for individual outfits.
The evidence: Three email samples show the creative. Separately reported campaign averages were 42.39% opens and 2.99% clicks.

BrandsJust Dutch · Mr Maria

ChannelEmail marketing

Platforms in my workflowKlaviyo · Mailchimp

Email performance / Reported averages

Reading the response.

The 42.39% open rate and 2.99% click rate are reported campaign averages. The reporting period, campaign count and performance of the individual samples are unavailable.

Selected creative

Three emails. Distinct stories.

A lookbook, a little glitter and a summer with Snoopy. Each email gives the collection a different way in.

Just Dutch / Seasonal merchandising

Autumn is a work of art.

The paintings behind the outfits become the thread through the lookbook. Product links let readers go straight to the piece that caught their eye.

Explore the email ↗

Mr Maria / Product-led creative

A sparkling surprise awaits.

The glitter is the news, so the product image does most of the talking. Warm colors and playful type keep the rest of the email in the same mood.

Explore the email ↗

Mr Maria / Seasonal campaign

Snoopy’s summer glow.

A Fourth of July setting gives two Snoopy lights their summer moment. A straightforward comparison helps readers choose the version that suits them.

Explore the email ↗

Inside the autumn lookbook

Give the lookbook a thread.

I used the art references to connect the outfits. The email opens with the collection and “Explore the Autumn Lookbook,” then moves into individual pieces, including Melanie’s outfit inspired by Simon Maris’ portrait of Isabella.

Give each outfit its own next step.

Once a reader sees a piece they like, the copy can get specific. “Add Melanie to Your Collection” gives the outfit its own action, while “Shop the Fall Collection” leaves room to keep browsing.

See both paths in the email ↗

Next experiment / Proposed, not conducted

Would the story change the click?

Would readers click for the art story or for the collection itself? I would test the opening copy while keeping the rest of the email consistent.

A / Story-led opening

A little art for everyday life.

Discover Miffy outfits inspired by the artworks behind them.

B / Product-led opening

Meet the autumn collection.

Explore art-inspired Miffy outfits in the seasonal selection.

New sample copy for this portfolio proposal. These variants were not sent as an experiment.

Hypothesis

An art-led opening may give the collection a more distinctive reason to explore.

Test design

Randomly split an eligible audience. Change only the opening headline and copy; keep products, imagery, subject line and send time consistent.

Decision rule

Compare unique click-through rates using the same delivered-email denominator. Review audience size and uncertainty before choosing a winner; track purchases separately where attribution is available.

This is a proposed learning plan, not a claim that an A/B test ran or produced a lift.

← Explore more work

Product stories,made worth opening.

At a glance

Reading the response.

Three emails. Distinct stories.

Autumn is a work of art.

A sparkling surprise awaits.

Snoopy’s summer glow.

Give the lookbook a thread.

Give each outfit its own next step.

Would the story change the click?

A little art for everyday life.

Meet the autumn collection.

Product stories,
made worth opening.