A year-long educational email journey for Fujifilm

Brands have to work harder for customers these days. Fujifilm saw the opportunity to promote themselves as a source of high-quality information about photography and videography, underlining its core brand values when doing so and – hopefully – boosting product sales.

In one of BRIGHT’s most ambitious projects to date, we created a year-long email journey for three different levels of image maker. Not only writing all the content, but also building the emails and necessary logic, so it integrated seamlessly with existing databases and product registration processes.



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The brief

Help Fujifilm boost engagement and loyalty with its customer base, by providing high-quality, informative content through a weekly email for photographers and videographers. Information should be targeted at three different levels: beginner, intermediate and advanced – and give the user the potential to switch between those journeys at any time.

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What we did

Spanning all BRIGHT’s departments, this project started by creating 156 individual articles – one for each week of the year – across three ability levels. The associated emails were then designed and built into a journey that’s triggered once a new project is registered, or the customer opts to receive the information.

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The outcome

This huge project has been a huge success! To date, it has generated a database of over half a million engaged users, with email open rates regularly topping 70%. Since the journey was made live, we’ve delivered over 1.5 million emails to highly satisfied users.