Calphalon Kitchen Outlets Customer Emails

Reaching Over 100,000 Customers Through The Power of Email Marketing

Many of the emails coordinated with specially printed in-store promotions. See some of the merchandising I designed in my portfolio.

View Store Merchandising

Email Marketing for a Beloved Brand

Calphalon has a long-standing reputation for premium quality cookware and kitchen tools. They mostly market as manufacturer and sell through retail channels such as Bed, Bath & Beyond, Macy’s, Target, and many others. However, they have a franchise program with 13 outlet stores where they sell directly to consumers. Part of the marketing initiative to reach customers in each of the areas surrounding the outlet stores is through the email marketing program. For two and a half years, I developed creative for the emails to drive customers sales.

Platform and Creative

Using Silverpop email automation platform, I built a series of templates using several different layouts. I coordinated with the Outlet marketing manager on the promotion and content schedule. We also implemented a coupon system to help track the customers coming in and redeeming in-store, being able to collect data on conversions. We also utilized Silverpop’s analytics, being able to track open rates and click-throughs.

For the promotions, we only had access to the imagery on hand from the print and packaging repository. Being quite limited, many of the images had to be manipulated to fit the spacing and specs required for web. Many new product collages were created for different series of Outlet emails. I also worked with our copywriter to come up with catchy, compelling headlines to fit into a limited space.