The client

Musto is a UK-based outdoor clothing retailer and the world’s leading sailing brand. They sell technical clothing and pride themselves on their a cutting-edge approach to performance apparel.

The brief

To support the marketing team with their 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 all about being positive and promoting the outdoor lifestyle. It’s a brand that aims to inspire and motivate customers to achieve their goals – elements that are central to the messaging.

Musto email campaigns range from product segments to seasonal guides and collaborations (like the Musto & Land Rover image above).


Since November 2022


Date Completed

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