Performance-Informed Copy
Growing Customer Relationships
I came to see data as another tool for conversation. Every interaction offered a better understanding of how customers responded, allowing me to refine not only individual pieces of copy, but the ongoing conversation between the brand and its audience.
Email and SMS Performance 2021-2026
Objective
Strengthen two of Filson's most important revenue channels through continual testing, creative iteration, and performance-driven messaging.
Outcome
Partnered closely with the ecommerce team to continually test and refine messaging, helping email and SMS become two of Filson's strongest-performing marketing channels.
Results
Email: Open rate consistently 3.5% above the 2024 Klaviyo benchmark.
SMS: 24.05% click rate vs. 1.64% Klaviyo benchmark.
2024 Welcome Flow: 48% year-over-year revenue growth.
(Klaviyo 2024 benchmark statistics can be found here for emails and here for SMS.)
Prospector Series: From Insight to Identity 2024-2026
Objective
Develop and test messaging for the launch of the Prospector Series.
Outcome
Created the headline "Built Like a Tank" as an A/B-tested email subject line. After delivering exceptional engagement, it became the defining message for the Prospector Series across email, paid media, product pages, and other marketing channels.
Results
Email CTR: 2.81% vs. 1.45% Klaviyo’s 2024 benchmark
One of Filson's top-performing creative assets for Email and Paid Media from 2024–2026
Google Search Refresh 2024
Objective
Refresh evergreen Google Search messaging across Filson's core product categories ahead of the 2024 peak season.
Outcome
Rewrote search messaging for bags, outerwear, flannel shirts, sportswear, and pants, improving clarity and relevance across Filson's highest-volume campaigns.
Results
Click-through rate: +269%
Conversion rate: +166%
Timeframe: By January 2025
Industry Recognition
Filson's creative and marketing assets are often recognised as some of the best within the industry. In 2025, the Filson email experience was praised on the DTC Podcast as some of the most well-designed and aesthetically appealing content within its field. Likewise, Klaviyo recently provided a case study on the impressive growth Filson has reached with its newly introduced text messaging program.