Lifecycle Marketing
Ten years of accumulated emails and frequent team changes meant no one had a clear picture of what was being sent or why.
Creating a design system
I updated the old Wave design system to be compatible with the brand refresh. This involved creating and modifying components to create a new and improved look for the Wave emails.
Next, with help from the email team, we took a look at every email in the system to discover which emails needed to be deleted (no longer relevant), and which needed to be updated. This happened to coincide with a migration to Braze, and the removal of Wave Money as a product, allowing us to remove a significant amount of content.
Testing
Following this initial design and development, I led the wider marketing team in an exercise of QA for the site. I divided the department into 5 teams. Each team was responsible for testing a subset of pages. Within each team, each person would be responsible for testing within a certain subset of browsers or devices, to ensure the pages were functional across devices and platforms.
Customers were able to understand our one-Wave messaging at a much better rate than pre-migration. In addition, users were spending more time on the website, and generally reacting with delight. We have continued A/B testing new titles, images and components to improve the performance further over time.
WithBraze,wewerenowabletocreatein-appandpushnotificationstousersatkeypointsintheirjourney.Butwehadto createadesignsystem thatcoveredallthesenewfeatures.
Dropoffs
When users sign up for Wave, there’s a multi-step process to get set-up. During the journey mapping process we were able to identify the stages of that set-up and introduce new opportunities to communicate with users if they dropped off during registration at any point.
Depending on their stage of completion, we were able to leverage information about their business or products of interest to feed them tailored information + testimonials that encouraged them to continue their registration.
QA + Systems testing
During the design phase, our Marketing Operations team used Litmus to give us true 1:1 previews of each email. I built a tracker that allowed our copywriter and me to methodically review every send, flagging any design or copy inconsistencies as they came up during the build. In parallel, the MOps team corrected issues in real time. We reviewed emails across mobile and desktop, in both light and dark modes, and tested them in major email clients like Gmail, Outlook, and Yahoo.
The MOps team and I mapped each journey in the flow and asked members of the marketing team to sign up as two to three different use cases. This allowed us to confirm that emails were triggering in the correct order and with the correct content. With everything running smoothly, we were ready for final release.
A successful launch
Within this new journey, we were able to tailor messaging towards the customer's specific intent. Now were were also able to reengage a customer if they fell off during the registration process. Customers would be brought through our suite of products in order of relevancy, and upsold to the Wave Pro plan if they were not already a Pro customer.
In the end, we were able to see an increase of engagement across our entire lifecycle journey. Some key metrics include:
15% of users opened emails 3+ times
43% average open rate
4% average click-through rate
© Framer Inc. 2023