C.C. FILSON CLOTHING COMPANY
EMAIL REVOLUTION
EMAIL PROGRAM LEADERSHIP — SYSTEMATIC GROWTH LEADERSHIP THROUGH STRATEGIC DESIGN
Program Impact
4X email revenue growth over four years through systematic program management
4 → 7 emails per week production scaling while maintaining quality
#1 performing sales channel for heritage outdoor brand
Reusable template system still used today
STRATEGIC CUSTOMER PSYCHOLOGY
Identified Filson's dual customer base and designed accordingly:
Outdoor Purists - Authentic heritage customers who validate brand credibility
Aspirational Customers - Office workers dreaming of adventure (largest revenue segment)
Balanced authentic outdoor heritage with aspirational lifestyle imagery to serve both audiences without alienating either. This customer psychology understanding drove systematic email success across 900+ campaigns.
LINED WOOL PACKER: SOLD OUT TWICE
First Sellout → Restock → Second Sellout in 48 Hours
Strategic email campaigns for Filson's signature product. First campaign sold out inventory. After restocking, second campaign resulted in a complete sellout within 48 hours. Designed and maintained in Figma while also utilizing the Adobe suite.
ASPIRATIONAL LIFESTYLE MARKETING
Targeted office workers with "rugged meets professional" messaging. Complete outfit building for customers who want outdoor authenticity in corporate environments.
NEW COLORWAY INTRODUCTION
New color introduction for existing briefcase line. Balanced innovation messaging with heritage brand values while educating professional audience on color options and maintaining outdoor credibility.
SYSTEMATIC PROGRAM METHODOLOGY
Customer psychology application - Designed emotional triggers for both authentic and aspirational segments
Nielsen Norman email principles - Applied 30-second attention span and mobile-first design research
Cross-functional collaboration - Aligned copy strategy with content team based on sales floor insights
Template scalability - Created reusable systems enabling 4→7 emails/week without quality loss
Campaign sequencing - Coordinated multi-email strategies for maximum demand creation and conversion
RESULTS
Transformed email from afterthought to company's #1 performing sales channel through customer psychology insights and systematic program management. The Lined Wool Packer sequence alone demonstrated the power of strategic customer understanding - building desire through aspirational imagery, then converting through authentic heritage storytelling.