I worked as the copywriter for eROI on an email campaign for bon appétit magazine.
Our brief was to engage three distinct segments of bon appétit digital subscribers who were not using their digital accounts.
We let Tatiana Mac's design summon most of the vibes while the goal of my copy was to communicate one message: "You bought the cow. Drink the milk!"
#1: Print and digital bundled subscribers who paid for a digital account but never even authenticated it
Non-authenticated, bundled subscribers got an especially alluring email, enticing them to step into a dream world that had been at their fingertips all along!
#2: Print and digital bundled subscribers who authenticated their digital account but were not using it
Authenticated, bundled subscribers were reminded that there was unique, additional content waiting for them, and called them to simply download it.
#3: Digital-only subscribers who hadn't been downloading their issues
Digital-only but non-engaged subscribers received an email that reminded them that their issue had arrived, reminded the subscriber about the value they were missing, and teased about the contents within that months' issue.