Jim Milke

We created up to 100 "shop story" emails on some months, going out to 1.2 million recipients. We kept up the pace by making sure strategies were tight and the products helped to backed up the merchandising "story" within. We wrote subject lines, title lines, and then created concepts to inspire readers to shop on.

At the time, we had only stock photography (or supplier-provided product shots) to work with, and a mandate to be as style-agnostic as possible. That formula forced the solutions you see here; but it worked: Open rates, click-throughs, and conversion numbers consistently beat industry standards, week after week.