DPN 15% Off Email Series
Automation Email Design and Strategy
Background
I aimed for a better approach for both our customers and our company. I recognized the potential to increase email sign-ups, help first-time customers understand our brand, become familiar with our products, and meet their specific needs while allowing us to understand who our customers were. The challenge was leveraging email automation to enhance the overall customer experience while aligning with business and customer goals. My solution was a well-crafted email series offering a 15% discount.
Objective
Our goal was to offer customers a 15% discount in exchange for their email to gain insights into their stage in the blood type diet journey and to provide tailored resources that would instill confidence in our products.
Armed with these three customer use cases, I began ideating the email sequence. I designed a brief series of three emails, structured as follows:
Ideation:
First, I delved into understanding the motivations behind customers signing up and opting in for the 15% coupon. Through conversations with the customer service department and secondary research, I identified three distinct user cases:
Customers seeking supplements due to health issues.
Customers interested in overall health and wellness.
Customers looking to start the blood type diet.
Additionally, I contacted individuals with abandoned carts on our website to uncover additional pain points. Two key pain points emerged:
Difficulty sorting through categories.
Uncertainty about how to begin the blood type diet.
Research & Synthesis
Email 1: Welcome! Good Manufacturing Practice Information & Coupon Offer
Considering that customers signing up for the 15% coupon were likely to intend to make a purchase, I opted for a straightforward approach. This email provides users with what they came for—the coupon—while emphasizing that our supplements are manufactured with the highest quality standards.
Email 2: Introducing Supplements
This email serves as a helpful guide for users to navigate through our shopping categories and understand the benefits of our products. Considering that the users did not utilized the 15% coupon yet, it is essential to address pain point 1 by offering them a guide to navigating through our wide range of product offerings and highlighting the specific benefits they can derive from each category.
Email 3: How to Get Started
For users who haven't used the 15% coupon at this stage, it is crucial to provide them with clear and concise steps to embark on their journey into the world of blood types. This email outlines a simple two-step process that guides users on how to get started (Pain Point 2), ensuring they feel empowered and confident in taking the first steps toward their health and wellness goals.
By implementing this well-crafted email automation strategy, our primary objectives are to elevate the user experience, foster higher engagement, and provide valuable guidance to our customers throughout their personalized journey with DPN.
Wireframe
Prototype:
Email 1:
Email 2:
Email 3:
