Lifecycle Marketing

Background

Design System

Mapping the Journey

Dropoffs

QA

Launch

Ten years of accumulated emails and frequent team changes meant no one had a clear picture of what was being sent or why.

Alongside our new Senior Manager of Marketing Operations, I audited every outbound communication and established a clear, documented baseline for design and messaging standards. Our senior copywriter then collaborated in a series of 53 new communication touch points, tailored to each stage of a customer’s product onboarding journey.

After the MOps team ran an analysis, we were able to determine that some new customers were receiving more than 10 emails over the course of a single week! To make matters worse - After an audit of our communications I determined that 50% of our communications were using outdated brand positioning. And although we had a wealth of data collected during onboarding of our customers, our communications were not personalized with this information.

Alongside our new Senior Manager of Marketing Operations, I rolled up my sleeves and dug in. We audited every outbound communication and established a clear, documented baseline for design and messaging standards. Our senior copywriter then collaborated in a series of 53 new communication touch points, tailored to each stage of a customer’s product onboarding journey. The result was a more consistent voice, stronger core messaging, and the ability to reach customers more thoughtfully at key moments throughout their journey.

KEY RESULTS

$12 million

Gross Payment Volume (GPV) in one year

+457%

Click-through rate 

(CTR)

PROJECT SCOPE

Positioning, Art Direction, Brand Identity, Web Design

DURATION

July 2021 - May 2022

KEY RESULTS

120%

Exceeded paid 

subscription projections

+457%

Click-through rate 

(CTR)

PROJECT SCOPE

Positioning, Art Direction, Brand Identity, Web Design

DURATION

July 2021 - May 2022

Creating a
design system

I updated the old Wave email 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.

Before

After

Mapping the
Journey

I mapped out a list of all of the information we collected of our target audience at each phase of the user journey from first interaction, to the first 30 days as a new user. From there, I mapped a communications strategy leveraging customer data to personalize the messaging they received.

With the help of our senior copywriter we created targeted messaging journeys that leveraged business types, their chosen plan and their software-usage intent, to send targeted messages that would be relevant to them + encourage further product adoption.

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.

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.