6 Month Email Strategy Plan

6-Month Email Marketing Strategy

Month 1: Kickoff Comfort Campaign

"Step into the New Year with Comfort"

- Week 1: Launch email introducing the Wool Runner 2 attributes and customer testimonials.

- Week 2: Focus on comfort and fit, highlight improvements over previous models.

- Week 3: Showcase the sustainability aspect, make this the core of a storytelling email.

- Week 4: Email series on how the Wool Runner 2 complements various lifestyles.

Audience Segmentation Strategy

- Segment by Previous Purchasers of older models and New Prospects based on site activity.

- Create sub-segments for Sustainability Advocates who have shown interest in the brand's eco-friendly mission.

Engagement Tactic

- Offer an interactive footprint calculator showcasing the carbon savings by choosing Wool Runner 2.

- Design a competition to win a pair of limited-edition Wool Runner 2 for sharing eco-friendly tips on social media tagged with a brand hashtag.

Conversion Strategy

- Incentivize with exclusive early access or a limited-time discount to segmented email subscribers.

- Utilize urgency by creating a countdown for the availability of limited edition colors.

Analysis and Adaptation Plan

- Analyze open rates and click-through rates (CTRs) to fine-tune subject lines and content relevancy.

- Evaluate sales conversion rates from email links to adjust messaging and offers for different segments.

Month 2: Love Your Feet February

"Show Your Feet Some Love"

- Week 1: Valuable content on foot health and the importance of proper footwear.

- Week 2: Romanticize the idea of gifting Wool Runner 2 for Valentine's Day.

- Week 3: Community stories—customers sharing their experiences with Wool Runner 2.

- Week 4: Educating about wool as a material—why it's great for your feet all year round.

Audience Segmentation Strategy

- Segments for Relationship Status: Singles, Couples, and those "It’s Complicated."

- Use engagement data for personalizing content—clicks on gift guides versus self-purchases.

Engagement Tactic

- A "Treat Your Feet" quiz that suggests products based on lifestyle and preferences.

- User-generated content—encourage subscribers to send in photos with their Valentine (the shoes!).

Conversion Strategy

- Offer bundle deals—pair Wool Runner 2 with accessories as the perfect gift package.

Valentine's-themed gift card with every purchase—adds value and encourages sharing.

Analysis and Adaptation Plan

- Monitor which gift guide items have higher engagement and prioritize those in future content.

- A/B test subject lines with and without Valentine references to determine seasonal impact.

Month 3: Spring into Sustainability

"Sustainable Steps into Spring"

- Week 1: Align with Earth Month, focus on Allbirds' sustainability mission.

- Week 2: Content around spring activities and best shoes for each—highlight versatility.

- Week 3: Email on how Wool Runner 2 production supports regenerative practices.

- Week 4: Feature customer stories on making sustainable choices beyond footwear.

Audience Segmentation Strategy

- Segment between those who have engaged with sustainability content and those who have not.

- Target repeat customers with a loyalty message and call-to-action.

Engagement Tactic

- Engage with an Earth Day challenge, incentivizing sustainable actions for a week with a leaderboard.

Interactive content featuring behind-the-scenes at a sustainable material farm.

Conversion Strategy

Loyalty program announcement with points for previous purchases and profile completion.

- Limited-time special-edition Earth Day colorway to create exclusivity.

Analysis and Adaptation Plan

- Check engagement patterns to identify the most effective sustainability messaging.

- Correlate customer feedback from surveys with conversion rates for refinements.

Month 4: Active April Showers

"Don’t Let the Rain Stop You"

- Week 1: Market the waterproof features of the Wool Runner Mizzles.

- Week 2: Put a spotlight on historical customer reviews during rainy seasons.

- Week 3: Share tips for staying active and embracing outdoor workouts in April showers.

- Week 4: Uplifting stories of customers who didn’t let the weather stand in the way of their goals.

Audience Segmentation Strategy

- Target customers in regions with historical rainy Aprils with mood-boosting messages.

- Create a segment for those interested in outdoor activities and active lifestyles.

Engagement Tactic

Eco-friendly rain gear pairings, suggesting attire that complements the Wool Runner Mizzles.

- Involve the audience in an online poll about preferred rainy day activities.

Conversion Strategy

- Introduce a "Rain or Shine" loyalty discount for engagement with polls and activity sharing.

- Implement a tiered discount strategy to encourage additional purchases.

Analysis and Adaptation Plan

- Track poll engagement and activity levels to tweak messaging and conversation prompts.

- Modify email frequency upward or downward based on subscriber feedback.

Month 5: Celebrating Moms and Movement

"Moving Through Motherhood"

- Week 1: Highlight the comfort and functionality of Wool Runner for busy moms.

- Week 2: Content around self-care and the importance of quality footwear.

- Week 3: Share user stories from moms and their daily routines with Allbirds.

- Week 4: Offer tips for including movement in a family's day.

Audience Segmentation Strategy

- Segment for Mothers and their families with targeted Mother's Day content.

- Identify customers who have gifted female shoes around Mother’s Day historically.

Engagement Tactic

- Create an interactive Mother’s Day gift guide with a personalized shoe recommendation quiz.

Weekly challenges for the family to keep moving, potentially winning Allbirds merchandise.

Conversion Strategy

- Mother's Day exclusive "Buy One, Get One at a Special Price" family offer.

- Incentivize sharing family activity photos on social media with Allbirds shoes for a discount on next purchase.

Analysis and Adaptation Plan

- Analyze family-related content click patterns for insight into favored motherhood topics.

- Collect data on the response rates to various offers and family challenges for future use.

Month 6: Journey into Summer

"Prep Your Feet for Summer Adventures"

- Week 1: Summertime prep - ensuring your Wool Runner 2 is ready for the heat.

- Week 2: Integrating Allbirds into summer travel plans.

- Week 3: Style guide for pairing summer attire with different Allbirds models.

- Week 4: Share a roundup of customer spring achievements and upcoming summer goals.

Audience Segmentation Strategy

Travel enthusiasts identified through click-throughs on travel-related content.

Fashion-forward customers who frequent style guide sections.

Engagement Tactic

- Host a virtual event on summer travel and fashion with a guest influencer or travel blogger.

- Encourage subscribers to share their summer journey plan along with their favorite Allbirds pair.

Conversion Strategy

- Early access to a summer exclusive collection or limited-edition colors.

- Offer a "summer starter pack" combining Wool Runner 2 with essential summer accessories.

Analysis and Adaptation Plan

- Measure event attendance and engagement to plan for future interactive campaigns.

- Reassess segment performance based on seasonality, adjusting targeting for precision marketing.

In each of these months, it's essential to always segment based on behavior and feedback, personalize as much as possible, leverage data-driven remarketing, and maintain a cycle of testing, learning, and iterating on strategy based on engagement and conversion data.