Our copy that was developed to accompany the imagery or stories that were featured in our e-newsletters built on the mindset that immune health is practiced every day, not just when you’re sick. Through the use of testimonials and expert-provided tips, we encouraged COLD-FXer to slowly change habits and build healthier one. We re-assured consumers that everyone needs a little help sometimes and reminded them how strong immune health is multifaceted (with factors including sleep, stress, environment, nutrition, exercise, and much more). Our content provided them with valuable ways to feel part of a healthier community and change their mindsets and behaviours to fuel a healthier lifestyle.
Even now, our e-newsletter open and clickthrough rates continue to beat industry averages, with issues that include a high-value coupon for in-store redemption earning the strongest success metrics.