Didion Masa Narepa — Email Campaign Sequences
Two 3-email sequences were developed for the Masa Narepa product launch, targeting current customers and prospective customers respectively. Both sequences are pending copy review before graphics are finalized.
Campaign Structure
Sequence 1 — Current Customers
| Subject / Concept | |
|---|---|
| Email 1 | "Meet the Newest Addition" — launch announcement |
| Email 2 | "Bring Authentic Flavor to Your Production Line" — product focus |
| Email 3 | "Exclusive Access, Sample Support, and Custom Solutions" — relationship CTA |
Sequence 2 — Prospective Customers
| Subject / Concept | |
|---|---|
| Email 1 | "Discover the Didion Difference" — brand introduction |
| Email 2 | "How Masa Narepa Can Elevate Your Products" — product value |
| Email 3 | "Ready to Try?" — trial/sample CTA |
Design Approach
The original Miro mockup was designed to a high visual fidelity that is not compatible with Constant Contact. Key simplification decisions:
- Limit to 4–5 graphics per email. Avoid replicating the full website layout inside the email.
- Purpose is to drive traffic to the website, not to be a standalone content experience. Treat each email as a teaser.
- Graphics should draw from existing approved assets — website imagery and sell sheet visuals — so that visual direction is largely settled before copy is finalized.
- Personalization tokens (e.g., first name) are optional and should only be used if the contact list supports them reliably in Constant Contact.
"This is the teaser to get them to the web page. You don't want to have… all of the content from the website." — Melissa Cusumano
Workflow
- Diana reviews all copy across both sequences and provides edits/approvals.
- Mikhail creates simplified graphics compatible with Constant Contact after copy is approved.
- Diana (or internal team) builds final emails in Constant Contact using provided graphics and copy.
The rationale for sequencing copy review before graphic production: changes to copy can cascade into graphic changes, so locking copy first avoids rework.
Open Items
- [ ] Diana to review and approve copy for both sequences
- [ ] Confirm whether personalization (first name) is viable in Didion's Constant Contact contact lists
- [ ] Mikhail to produce simplified graphic set (4–5 assets per email) after copy approval
- [ ] Confirm logo usage: "Didion" vs. "Didion Milling" — email audience may include private label prospects who are not milling-specific
Related
- [1] — Didion client overview
- [2] — companion 6-week LinkedIn campaign for the same product launch
- [3] — concurrent recruitment ad initiative discussed in the same meeting