As Lead Copywriter at Harbor (now part of Citizen app), I was responsible for crafting the brand’s unique voice and utilizing this tone in engaging and informative e-commerce emails and drip campaigns triggered as users navigated the Harbor app.

Collaborating with designers, my goal was to maximize customer conversion rates. I balanced an informative yet friendly and conversational tone that highlighted the key features of the Harbor readiness platform while promoting special shopping discounts, app features, and encouraging user engagement.

Given that the subject of emergency preparedness can be serious and sometimes intimidating, this refreshing and lighter tonal approach not only improved user engagement but also significantly enhanced our conversion metrics, resulting in increased clicks, sales, and app downloads.

Here are a few examples of those high-performing emails.