This email was a fast and furious operation in the midst of a hectic overseas relocation effort. We needed to let our clients know about the new site, and we also felt it was important to throw down some kind of special sale for the holidays.
The big challenge here was that we were moving overseas to Japan, and needed a website that would allow us to stay in touch with our Stateside clients, while also serving as an internationally capable online store for our products.
As part of our developing marketing strategy for Laceworks Jewelry, we decided to start focusing on event driven sales campaigns.
The craziest part of this campaign was that I didn’t have a chance to produce and schedule it in advance—so I was literally making the emails from my laptop in the back of our booth during the show. o.O
This campaign was primarily to let our local Portland clients know that we’d be at the Gathering of the Guilds as part of the Creative Metal Art’s Guild contingent.
Probably the most interesting thing about this campaign was that we chose to promote a one-of-a-kind piece instead of simply advertising a general sale.
We were heading into the holiday season, and were worried about getting mobbed with last minute rush orders two seconds to Christmas.
In the modern era, it’s often counterintuitive for people to think about things being made by hand.
I’ve been working as the Executive Director for Laceworks Jewelry since late 2013. With the unique skill set I provide, I have built the Laceworks brand from the ground up, both in print and on the web.