YouTube Emails
Below are some examples of work I’ve done while working as an embedded copywriter on The Crew, a Media.Monks team that works directly with Google and YouTube.
2023 YouTube Music Recap
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First the email
YouTube Music Recaps are similar to Spotify Wrapped. Eligible users receive an email with all their data stacked up all nice and pretty, and are pushed into the in-app experience. I had the honor writing the 2023 Recap email. This example is version 1 of 3 emails we sent out.
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Then the exploration
My team had an idea to make it bigger though. Not just an email, but an all encompassing campaign to lead users to the app. We cooked up some organic ads that would pop up on a users journey through YouTube.
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Finally, the website
As of 2023, the YouTube Music Recap doesn’t have a dedicated home page. So we dreamed one up. This project ultimately delivered 3 emails, but we gave our client a whole lot more to think about and expand into in the next few years.
Everyday YouTube Emails
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World's Greatest [YouTube Gaming]
YouTube put on an event called “World’s Greatest” where gamers from different parts of the world came to compete and win a trophy. This is the email detailing the finalists, and what they will be playing.
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Level Up [YouTube Gaming]
League of Legends hosts a tournament each year where teams go head to head to win the title. This email is a newsletter that details the competition.
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Artist Monthly Performance [YouTube Artists]
YouTube is home to millions of artists. This email goes out monthly to those who qualify and tracks various stats and interactions.
YETI Email Marketing
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St. Patrick's Day 2022
This St. Patrick’s Day was one of the top-performing emails in March, second only to a spring color launch. I was in a team with a freelance designer and Creative Director to concept a new 2022 campaign tagline copy. Our creative challenge was finding out a way to market St. Patty’s day without a strong green drinkware SKU.
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Graduation 2022
This email highlights the graduation campaign we did in 2022. The creative challenge was updating the taglines to be more aligned with the YETI voice, with supporting copy marketing toward a customer base that is not our predominant consumer. I was collaborating with an in-house designer and Creative Director to write not only email but site and wholesale copy.
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Weekly Wrap
Weekly Wrap is a weekly email that is sent to all YETI email subscribers. No email is alike, focusing on a recap of any and all events happening within YETI. The brief is quick, as well as the turnaround and production. Each email required research of the campaigns featured in the brief, with attention given to maintaining campaign language and tone.
