Campbell’s Email Program
More Meals, More Time Together
How a unique email strategy kept a beloved brand top of mind.
The Challenge
Campbell’s saw untapped potential in its email subscriber list but didn’t have a clear strategy to engage the audience. For too long, email was treated as an extension of social media instead of a focused channel. The goal was to create a stronger email program with a better understanding of the audience.
The Clarity
Every Campbell’s email should be specifically crafted for the inbox, made to inspire busy families to connect over comforting, delicious meals.
The Transformation
We transformed Campbell’s email program into a dynamic, personalized experience. With a fresh new look and smarter, segmented journeys, subscribers received the right content at the right time—with continuous improvements along the way.
A new email design featured a clean, inviting layout to bring Campbell’s warmth to the inbox, complete with expanded storytelling opportunities and meal ideas for busy families. Modular elements inspired by social media encouraged scrolling and allowed for dynamic content based on subscriber preferences and behaviors.
Seamless customer journeys—from personalized welcome journeys to targeted win-back campaigns—helped nurture long-term engagement and loyalty.
Data-driven improvements, supported by a structured learning plan and targeted A/B testing, allowed us to better understand subscribers, optimize campaign performance and drive consistent success over time.
Results and Impact
Open rates increased by 42%, and click-through rates improved by 17%, showing a deeper connection with subscribers.
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