It all started with an uncomfortable adventure. When founder Åke Nordin was just 14, he went hiking in the Swedish mountains, his backpack a shapeless lump that required doubling over to compensate for its weight. Using some wood and his mother’s sewing machine, he later built a better, more lightweight frame. A decade later, in 1960, Fjällräven was born.
The Swedish brand’s sustainable backpacks and attire are certainly more comfortable than that first knapsack, and the overall mission to create beauty and function has made its way into their emails.
Here’s how they did it.
Keep it short and sweet
Fjällräven’s email campaigns are both cozy and minimalist. “A lot of brands put too much information into one email,” says Sam Minassian, digital marketing manager for North America. “I have a major pet peeve with super long e-commerce emails. They drive me crazy, and I think they’re ineffective.”
After some testing, their marketing team decided to keep the look of their emails clean. Their pared-down templates typically feature a idyllic image—a skier in the mountains, a woman bundled in one of their coats—and light, sometimes-poetic text. At the bottom of each email, they suggest a few items their customers will love.