RNLI Shop Relaunch

Digital and print marketing


April 2018


Promote the launch of the all-new RNLI Shop.

The RNLI Shop was offline for around a year while the charity sorted out supplier issues. This led to lots of lost potential revenue and many annoyed customers – particularly over the Christmas period! For the relaunch of the new and improved online shop, now using the Shopify platform, the charity wanted to go big and make a splash. (Pun completely intended).

The work
Having already worked extensively on writing the product copy for the stocked lines at launch, I was briefed to write a marketing email and a printed insert for the charity’s quarterly-published magazine, Lifeboat. Work on the email also meant handling the content editor-y stuff you don’t see here – SEO metadata, email subject line, and creating UTM links to make everything trackable.

The result
The email was sent. It did a lot of business (I can’t tell you how much, sadly. Confidentiality and all that) and everyone involved was very happy.

See for yourself
Browse below.




Click an image to read the copy

Shop Launch Emailer


Shop launch email