The client
Musto is a UK-based outdoor clothing retailer and the world’s leading sailing brand. Specialising in technical clothing, they pride themselves on a cutting-edge approach to performance apparel.
The brief
To support the marketing team with email campaigns (both commercial and editorial).
With commercial emails, the aim was to boost the click-through and conversion rate. Whereas the editorial content was focused on raising the profile of the brand.
My job was to create engaging, on-brand copy for the campaigns*. And review emails in the testing phase before they hit subscriber inboxes.
The process
Musto has a strong sporting heritage and an international outlook. So it was essential for my work to align with the existing reputation of the brand.
For example, Musto is known for having a positive mindset and promoting the outdoor lifestyle. It’s a brand that aims to inspire and motivate customers to achieve their goals.
This was the starting point for writing for Musto and has remained the focus throughout our collaboration.
Today, the open rate for Musto emails is around 40%, with the launch of the latest Black Friday campaign resulting in a click-through rate of 6.5% (well above the average of around 2.5%).
*Musto email campaigns range from product segments to seasonal guides and brand collaborations (like the Musto & Land Rover image above).
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“Hayley’s work has helped to improve the tone of voice across all our email campaigns. We look forward to continuing our collaboration for many years to come.”
Emmie Brown
Head of Brand Marketing, Musto
Hayley Maguire 