The Serta Insider! newsletter is a mainstay communication channel for Serta.

They needed a way to energize the informational newsletters, create buzz and build an inbound marketing opportunity.

J&C started with language. The refreshed, upbeat copy featured:
• Bold subheads, short sentences and easy-to-scan paragraphs
• Humor that didn’t offend or reflect poorly on the brand
• Infographics, recipes, videos and links to related stories

The new voice, attitude and personality began in May. The June issue of Serta Insider! recorded one of the highest open rates for the newsletter yet.

Over the summer months, new subscriptions increased as existing customers engaged with the brand more.

But what pleased the client most was the interaction with readers. It became exactly what Serta imagined — another touch point for the brand and an inbound marketing opportunity. Plus, it was a fun, friendly and “comfortable” environment. It embodied the attributes Serta valued most.