Client: Odettes Eatery is a daytime restaurant in the heart of Auckland, serving contemporary, Mediterranean-inspired cuisine. The space is casual yet effortlessly elegant — a favourite among creative professionals, stylish brunchers, and loyal regulars.

 

Challenge: Create a newsletter with only a couple of sections to update the audience on what's new in the coming month, based on the client's notes and imagery. Should resonate with a diverse, experience-driven audience of style-savvy urbanites. The tone needed to reflect the dining experience they seek: thoughtful, curated, and quietly chic, with zero tolerance for fluff.

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Solution: I crafted copy that mirrors Odettes’ blend of understated elegance, comfort, and effortless cool, even when the news is not so great (terrace garden closed for winter). I've kept the restaurant’s signature consistency and timely service highlighted. The email was intentionally short and warm, offering a sense of insider access and authentic connection, just like the experience of being remembered by name at your favourite spot.

 

Design and automation: Copywriting is my expertise, but like many small businesses, this client needed help with design and automation. I took it on. While the layout isn’t agency-polished (and I know the difference!), it did the job. This email had an impressive performance of 5.7% click rate and 38.8% open rate.