MICHELLE SWIFT
COPYWRITER · BRAND STORYTELLER · CONTENT STRATEGIST
Good writing should sound like someone. It should also do something.
I’m Michelle Swift, a Toronto-based copywriter and content strategist.
I write for fashion, travel, food and lifestyle brands across email, ecommerce, websites, social media and editorial.
Some days, that means finding the three words that make someone open an email. Other days, it’s building a campaign, shaping a brand voice or turning a complicated idea into something people actually want to read.
Whatever the format, I believe the best copy feels true to the brand, respects the reader and gives them a reason to keep going.
Selected Work
FASHION · ECOMMERCE · EMAIL
Helene Clarkson Design
Building a brand—and helping it sell
Helene Clarkson Design is a Canadian women’s fashion brand specializing in versatile, travel-friendly clothing.
As Marketing Director and Lead Copywriter, I oversee the brand’s voice across email, ecommerce, social media, paid advertising and editorial content. I also built and manage heleneclarkson.com on Shopify.
- Website, product and collection copy
- Brand and campaign concepts
- Klaviyo email campaigns
- Email writing, building and segmentation
- SEO titles and meta descriptions
- Blog and editorial content
- Organic and paid-social copy
- Live-shopping concepts and promotion
- Content and campaign calendars
- Product-launch strategy
- Creative direction
- Shopify website management
Email That Earns the Open—and the Click
I create at least one Klaviyo campaign each day for Helene Clarkson Design. That includes developing the concept, writing the subject line and campaign, choosing and organizing the content, building the email, segmenting the audience, scheduling the send and reviewing the results.
The goal isn’t simply to send more email. Every campaign needs a clear reason to land in someone’s inbox.
Whoa… that was fast! More are on the way
$4,922.40 attributed revenue
3,013 delivered
63.6% open rate
5.7% click rate
0.6% conversion rate
The highest-revenue campaign of the last 12 months, pairing a conversational subject line with genuine product demand and urgency.
We are LIVE at Noon EST
$4,829.20 attributed revenue
2,695 delivered
58.1% open rate
3.6% click rate
0.4% conversion rate
A time-sensitive live-shopping campaign that generated nearly $4,830 from fewer than 2,700 delivered emails.
New Summer Linen!
$4,521.21 attributed revenue
2,932 delivered
55.7% open rate
5.8% click rate
0.4% conversion rate
A seasonal product-launch campaign combining strong revenue with a 5.8% click rate.
New Tops Have Arrived! achieved the highest click rate among the five leading revenue campaigns at 6.3%, generating $3,714.86 in attributed revenue. 5 Carry-On Tips We Swear By demonstrates editorial range and generated 362 total clicks.
Ecommerce Copy With the Customer in Mind
A product description has to do more than list features. It needs to help the customer understand the product and see how it will fit into her life.
For Helene Clarkson Design, I write and manage copy throughout the customer journey—from homepage messaging and collection introductions to product names, descriptions, fit information, styling ideas, SEO metadata and campaign landing pages.
Travel Light & Stay Stylish
A practical travel story combining personal experience, destination writing, packing advice and natural product integration.
HC Traveler: Meet Linda Oland
A customer story about travelling lighter, choosing versatile pieces and developing a personal approach to style.
TRAVEL · SOCIAL · BRAND VOICE
The Divine Destination Collection
One brand. Two distinct voices.
The Divine Destination Collection creates thoughtful, highly curated travel experiences. Its founders, Deb and Allison, share the same vision, but they don’t sound the same. My job is to make sure readers can tell who is speaking before they reach the name at the bottom.
Deb’s voice is warm, intuitive and grounded in human connection. Allison’s is observant, reflective and shaped by a deep curiosity about place and culture. The difference is subtle, but it matters.
I write for Instagram, Facebook, LinkedIn and the Divine blog, producing at least 20 social posts each month along with long-form editorial content. I also create the social editorial calendar and develop stories around destinations, upcoming journeys, traveller experiences and the founders themselves.
In Deb’s Voice
Warm, personal and centred on the people who make a journey memorable.
In Allison’s Voice
Thoughtful, observant and attentive to the small details that reveal a destination.
Savour the World: Foodie Travel
A story about the way food connects us to memory, culture and place.
Table Without Borders 