Filson — a 125 year old company — has always had a small but devoted following in the PNW. In the past five or so years, that following has exponentially multiplied around the world thanks mostly to Filson’s email campaign strategy.
In my four years at Filson, we sent an average of six retail emails per week. I wrote just about every one of them, expanding the e-commerce channels until the division became far and away the company’s leader in revenue.
Here is a small sample.
Old school gamers love their Xbox 360s. But with the news that games released in 2017 and onward would only be available on the Xbox One or One S came the hard reality that the 360 would soon be but a fond memory.
Let's cherish the good times spent gaming on the Xbox 360, but let's look to the good times that lay ahead with Xbox One.
Once upon a time, the Windows 10 upgrade was free. But, like all good things, that was about to end.
How do we break the news and still reach our goal of running Windows 10 on 1 billion devices? Get as many people as possible upgraded for free by the approaching deadline (we had one week).
Our main obstacle was the perception that upgrading is stressful. We wanted to put the user at ease and allay their anxieties.
Fans are what keep a brand going strong. And when fans are happy, they tell their friends. The problem is, most people aren’t fans of operating systems.
So how do we create a fan base for Windows 10?
The first email illustrates the breadth of apps available to highlight what Windows 10 can do. The second is more emotionally led and celebrates what the Windows 10 user can do.
How do we get Office 365 subscribers hooked on OneDrive? By giving them tons of storage for their photos and access to all their Office files so they can work on projects without being stuck at their desk.
