Marketing Emails

Employer
AllPosters.com

Role
Art Direction, Development

Year
2006

PROBLEM - Conversion from email campaigns needs to increase year over year.
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‍CUSTOMERS - Visitors to AllPosters.com website and members of email distribution lists.
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‍PROPOSED SOLUTION - Create email campaign deliverables that support popular movie launches, music events, and shopping seasons.

‍ANTICIPATED OUTCOMES - Increased website traffic and increase in sales from images in categories featured within email campaigns or coupon codes utilized from email campaigns.

User Research

Email Recipient Segments

  • Seasonal/Holiday Promotions - Christmas and Back to School are two of the biggest seasons during the year in terms of revenue generation. As such, each of these would have their own landing page that an email recipient would land on after clicking on any link/image in the email. Other holidays or seasonal promos go to homepage of website. Website will typically have a banner element in the site that visually connects the email promotion to the website. This visual connection is critical for user experience and branding purposes.
  • Featured Event - Generally focused on major pop-culture events, including movie releases, Super Bowls, summer concert season, etc. The links/images in these emails would usually go to a category that has been uniquely made for the given event. If the event warrants it, there would be a landing page created as a link destination.
  • General Promotion - The idea behind this segment is a multi-purpose awareness email to convey breadth of product selection and incentivize customer with generic site-wide discount. This email would take the customer to the homepage or to a specially curated category that shows top selling products.
  • New Product Launch - There are often times that new products or services need to be surfaced to the customers. This email serves that purpose and can be utilized to promote new products such as new framing services, canvas transfer services, Print-On-Demand, etc. The link destination for this segment would be to a focused landing page.

Define

Email Workflow

The diagram below outlines email workflow from email acquisition through customer arriving at website.

Ideate

Wireframe Mockups

Email Anatomy

Single Product Layout

Single Hero Layout

Three Column Layout

Alternating Column Layout

Ideate

Hi-Fi Mockups

Pop Culture Email

Example of email focused on popular movie franchises.

Focused Audience Email

Example of email focused on demographic interested in music.

Holiday Sale Email

Example of email for promotional sale during holiday season.

Validate

Campaign Performance

Different campaigns support different business objectives through the creative. Depending on the goals of a given campaign, metrics can change, but the key metrics outlined below always provided a foundation for how performance will be measured.

Key metrics to be tracked during each campaign:

  1. Email open rate
  2. Click-through rate (CTR)
  3. Revenue per email (tracked by embedded tracking numbers)
  4. Deliverability rate
  5. Unsubscribe rate