Role: Creative direction

Starbucks email newsletters reach approx. 15 million people—including 10 million loyalty members—twice a month. The business goals of the newsletter is to inform customers of new products and returning favorites, such as: seasonal drinks, the latest whole bean coffee, new merchandise, as well as promote initiatives like the loyalty program, 1912 Pike Blog, and partnerships like Spotify.

My team strives to create a unique and cohesive story between these one-off products, in store promotions and initiatives. Newsletters are personalized based on location, membership status, and device type creating a targeted and personalize experience.

Results:
My team’s work has increased opens, click-throughs, and social sharing.

• Highest total open rate: 75% (average is about 45%)
• Highest forwards: 84K (driving 356K clicks)
• 90% of coffee machines sold one weekend came from the newsletter promotion
• One newsletter drove 25K video starts to 1912 Pike Blog resulting in 15% of total traffic.