Hand-folded notes engages customers with newsletter to increase sales

Pigeon sells hand folded, beautifully designed notes for handwritten letters. Working with designers and artists from around the world, Pigeon has created an engaged community of avid letter writers. Digital Glue helped Pigeon with a fun monthly newsletter to inspire and engage the community, resulting in an increase in sales.

Challenge

Since 2021, Pigeon has built up a dedicated following of avid letter writers. The brand has grown with wholesale opportunities, and more stores in both America and the UK stocking their product. Pigeon needed a new way to keep direct customers engaging with the brand and encourage repeat orders.

• Email marketing didn’t want to be overtly sales based
• Required additional content writing for blogs to generate web traffic
• Had to be regular and consistent, with news and features that were on brand and a value-ad for recipients

Response

Following an initial brainstorming session, Digital Glue helped Pigeon to set up a structure for the newsletters and assigned seasonal topics. This helped each newsletter to deliver timely and interesting content, as well as updates for new product designs and stockists. Digital Glue also created prompts to encourage customers to contribute to future newsletters, with featured call outs to build the sense of community around the brand.

• Segmented audience for future targeted campaigns
• Continuous A/B testing to determine optimal send time, content structure, and subject line
• Copy review and refinement to optimise writing for email marketing
• Consistent links to the website to generate web traffic
• Product-focused content to help boost sales
• Value-ad content, and stories for the love of writing to build the brand