Threadless is all about options. The Chicago-based online retailer opened in 2000 to sell t-shirts emblazoned with funny, weird, and beautiful art by independent designers and illustrators. And over the years, it’s expanded to offer a wide range of products. (Want that Loch Ness imposteron a t-shirt, baby onesie, and iPhone case? You got it.)
Threadless introduces new designs every week, solicits submissions and votes from community members, and even runs a special members-only t-shirt club. They’ve got a lot going on, so their email newsletter—which goes out to more than a million subscribers every week—has to do some heavy lifting.
“It’s a fine balance for us, as we’re not only selling shirts but our community is also designing them,” says Threadless marketing director Lance Sells. “Most emails we’re balancing sales messaging, blog content, and creative challenges. We do a pretty good job with it, but we’re always trying to improve. The goal is to make sure there’s something in the email that’s relevant or interesting to all of our subscribers.”