Black Friday at Medterra is not an event to be missed. The brand is notoriously happy to send deals out throughout the year, but Black Friday is always their biggest and best—but for a very limited period.

As the account lead, I was responsible for ensuring that this short series of emails drove the maximum levels of audience engagement while also cutting through the noise of all the other sales happening over the four-day stretch.

After digging through their last 12 months of sales data to identify trends, I discovered that shorter, visuals-first emails that emphasized savings over product use-cases or benefits consistently out-performed all other types of emails. We wanted this campaign to shine, so I collaborated with our creative director on a campaign-specific photoshoot, prioritizing email-first creatives that allowed us to highlight products and sale info while still keeping these sends short and sweet.

In spite of the limited sales-period, this was my most lucrative campaign to date thanks to the eye-catching work of our design team and Medterra’s carefully curated audience.