Project · Shopify · Email campaign
Launching Shopify Editions to three audiences at once
The email and ad campaign for the first Shopify Editions, with one story told three ways: for merchants, developers, and partners.
Client
Shopify, Amplify stream
When
June 2022, the first Editions launch
Format
Email and paid ad campaign
Result
+1% click-through rate
Overview
A new kind of launch, explained to everyone
Editions is Shopify’s twice-yearly showcase of everything it has built in the previous six months: new products, services, and improvements, all released together.
I joined the Amplify stream for the very first Editions in June 2022. We designed an email and ad campaign to announce the new initiative to three different audiences: Shopify’s core merchants, developers, and partners.
What I did
- Narrative strategy for the email campaign
- Copy for emails and ads
- Audience differentiation strategy
- Design alignment
The work
One launch, three versions
Each audience got the same announcement, framed around what mattered to them. Click an email to see all of it.
Launch announcement
For merchants
For developers
+1%
click-through rate above Shopify’s average for comparable campaign emails.