Double Takes, Zany Subject Lines, and Endless Creativity: How Chubbies Creates Fresh Email Content All Year Round [Watch]


This is part of a twelve-episode series, Beyond Black Friday, where we take a look at the marketing strategy behind three ecommerce brands who are doing things differently and are successful in keeping the momentum going through the holidays, some in non-conventional ways.

Writing pithy, click-worthy, compelling email subject lines and content is no small feat. But for the team at Chubbies, who started their business selling shorts for men, crafting humor-filled content has proven to be the lifeblood of one of the most successful email marketing strategies we’ve seen to date.

I sat down with Grant Marek, Editorial Director at Chubbies, and Joey Avery, Ecommerce Manager, to learn more about how they find the perfect balance of humor and relevance to keep their subscribers engaged.

Create a Sending Strategy

Creating a regular cadence of campaigns is a smart way to establish a framework for what your campaigns should include ,as well as to get your subscribers in the habit of knowing what to expect on a weekly and even yearly basis.

Here’s how Chubbies has built out their sending strategy:

Product Focused Emails Sunday/Tuesday/Wednesday
The Weekender (Newsletter) Friday
Cyber Monday They call "Thighber Monday"
2-3 weeks before 4th of July "Julyber Monday" promotion

For hyper loyalists of the brand, they know when to keep an eye out for new merchandise, and for those holiday or summer shoppers, when they can score the best deals or offers.

Defining a Process for Creation

Let’s face it, trying to reinvent the wheel every week (or several times a week) with fresh content can be extremely daunting. At Chubbies, they literally gather everyone in a room to throw out ideas each week.

"We're a big brainstorm culture, so we will get in a room and throw out ideas until one really makes everyone laugh and that can take a while to get there."

Joey Avery, Ecommerce Manager at Chubbies

If getting everyone is one room isn’t feasible, due to limits of space, time, or location, there are other ways to foster collaboration, like creating a Slack channel for ideas.

How You Can Level Up Right Now

If you’re looking for ways you can level up, right now (at time of publishing, the first days of December), and take advantage of the holidays, look no further than the Holiday Marketing Crash Course from the Klaviyo Academy.

Holiday Crash Course

Get Started with the Holiday Crash Course!

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