Snap One Source
The client? Snap One is a leading provider of smart living products and solutions, delivering top-tier technology for professionals and consumers alike.
The goal? Streamline and enhance our newsletter strategy by consolidating three separate newsletters into one: the Snap One Source. The new format should 1) reduce email clutter by cutting down on smaller announcements, 2) ensuring our most important initiatives remain front and center each month, and 3) provide a dedicated space to spotlight our exclusive brands.
The process? Our Marketing Operations Email team laid the foundation for the transition, while a copywriter and I worked together to shape the creative strategy. This involved developing a unique identity, structuring content sections, and crafting a system for content collection and rollout.
The result? A successful rollout that exceeded expectations. The first edition of the Snap One Source newsletter saw a 35% higher open rate than our previous newsletters, with increased unique impressions and a 20% increase in click-through rates on featured content. By streamlining our strategy, we not only reduced email fatigue but also improved engagement.
All imagery and content is copyright property of Snap One.
Naming the Newsletter
The first step in creating an identity for the newsletter was to create a name. Finalized included the Snap One Source, the Sampler, and The Snapshot.
Proposed Content Sections
As part of our creative strategy proposal, we established set content sections that contributors could submit material for. These sections included high level product showcases (that could be prioritized by marketing leadership), short and quickly-absorbed news bullets, brand spotlights, a flexible section to highlight anything from webinars to new SKUs to program offerings, and a mini product catalog.
Utilizing Dynamic Content Blocks
Through our email platform Braze, we are able target content based on installer. This allows for a single email to deliver a “responsive experience that can differ dramatically from customer to customer.” This might be represented by a Control4 product highlight not showing up for installers who aren't Control4 certified.
Submitting Content
Because copy and content will be submitted by contributors across the company, we created one standardized intake form/spreadsheet for all contributors. This creates a more streamlined process when consolidating content.
Conclusion
One year later, the Snap One Source continues to evolve and optimize. By February 2025, we reached the anniversary of its launch and successfully maintained a consistent approach to our newsletters. Each email highlights our top initiatives, spotlights exclusive brands, and reduces overall email clutter, making it easier for customers to stay engaged.
Since launch, we’ve refined the strategy even further—merging the newsletter into one fully optimized communication channel with tailored content for all groups. Every designer on the team has been trained to create this newsletter, ensuring consistency and scalability. Now that the foundation is built, we have room to push creativity and design even further. This evolution has strengthened our communication, supported our team through an acquisition, and increased overall productivity, proving that a well-executed strategy can drive long-term success.