Dormant User Campaign
2 min read
Project Brief
“Selling” recognition to end-users: Integrating end-user friendly recognition/ work culture/ retention stats utilized by sales team to re-pitch the program in new ways.
Elevated creative: New template layouts, graphics, & animations
Supplemental triggers: Established primary & secondary campaign goals, sending targeted emails triggered by user’s engagement with previous messages.
Testing & learning: Executing subject line testing, button copy testing, graphic placement/ content testing, tertiary messaging.
Research & Workshop
We ran a workshop with the key store stakeholders to understand what "a good email" would look like in their view, what we found is that they reacted more to emails that have an emotional appeal, that communicates directly to them and/or offer something in return of their engagement (e.g. discounts).
Email Flow
The campaign team created an email flow so we could follow the priority emails to be sent, each cohort would be activated in different times and receive similar messages, all with the intent of them logging in again and engaging with the product. The intent was to "win back" the users.
Design Elements
They key part of this project was to create blocks of content that could be used in the different cohorts, and still communicate what we needed, we created the total of 15 different emails, each one with specific information. My role was to create the blocks and the gifs to be used. The challenge was to fit the content in a way that would get the attention of the user before they close the email.
The results
This campaign still ongoing, but, for the first part of the flow we are currently seeing a 3% conversion rate for the test group (user logged in within 5 days of clicking an email). The test group conversion rate is currently 48% better than the control, with 100% confidence. Which is a pretty amazing result, judging that these users were dormant for so long! I'll update the results once I hear more, thank you for reading (: