The Brand: Vessi sells waterproof footwear and accessories made for all-weather adventures. The brand is minimalist, fresh, and casual while the brand voice is approachable, friendly, and witty.

Process: The idea was to build a story around the feeling of a cool breeze on a hot day. Added to that was the concept of wearing dark colours during summer, even if not totally “socially acceptable”.

A/B Testing: Two subject lines were tested with option B (shown below) winning by 2.34% when it came to open rates. From a financial POV option A made $708 in revenue and option B made $5.56k.

Subject line: Your fave sneaker, now breezier
Preview: Don’t let these breeze on by 💨