I worked as the copywriter for eROI on an email campaign for bon appétit magazine.
Our brief was to engage three distinct segments of bon appétit digital subscribers who were not using their digital accounts.
We let Tatiana Mac's design summon most of the vibes while the goal of my copy was to communicate one message: "You bought the cow. Drink the milk!"
#1: Print and digital bundled subscribers who paid for a digital account but never even authenticated it
#2: Print and digital bundled subscribers who authenticated their digital account but were not using it
#3: Digital-only subscribers who hadn't been downloading their issues