CUNA Diamond Award Winner:
Category’s Best Email Series
It’s 2022 and you can finally travel again for the first time post-COVID!
Well…sort of. No one was really sure.
Which is why I designed a Recreational Loan strategy that positioned personal rec vehicles as safe “in your bubble” travel alternatives for consumers who’d been social distancing for nearly two years and were craving away-from-home adventures.
To achieve this objective, I wrote emotive copy that paired a love for the outdoors with three of Connexus’ most popular Recreational Loan products: boats, campers, and RVs. I envisioned custom art inspired by scout merit badges to bring the copy to life with a sense of familiarity and nostalgia — and the devastatingly talented Susan Sanfelippo delivered stunning, retro-style graphics reminiscent of the backpack patches and water bottle stickers sported by outdoor enthusiasts.
In addition to the strategic creative choices above which applied to 15+ print and digital assets, I also employed the following tactics specific to a five-email series:
• A short hero headline per email using language common to outdoor enthusiasts (e.g. Let's get on the water.)
• One bold, nostalgic image per email tied directly to the headline
• CTAs that progressed through the sales funnel from low investment (Explore Recreational Loans in Email 1) to high investment (Apply online in minutes in Email 5)
• A variety of engaging subject lines designed to convey excitement for travel and outdoor adventure:
Email 1: Eager to explore in 2022? Let's do this!
Email 2: RV or camper? You choose!
Email 3: Can you hear the lake calling?
Email 4: Get on the road to memory-making.
Email 5: Less daily grind. More exploring.
The creative for this award-winning campaign wasn’t just beautiful. It got results:
• Over 760,000+ emails sent
• 41% Unique Open Rate
• 22% increase in Click-Through Rate (over previous campaign)