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fabkids is a kids' clothing and shoe company with a monthly membership model.
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the messaging is tailored to its two audience cohorts: members ands non-members. as a data-driven company, everything is done with testing results to back it up.
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when i joined, email open rates were steadily declining. We tested and optimized subject lines, and increased open rates by 80% year over year.
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the voice is optimistic and outgoing, childlike but never childish. it's a brand that embraces individuality and celebrates growing style.
