Email Automation Flow
Boosting Engagement by Addressing User Pain Points
Fine Day Press
Role
User Research
Journey Mapping
Content Strategy
User Flows / Wireframing
Visual Design
Tools
Figma
Adobe Suite
MailChimp
Google Analytics
SurveyMonkey
Timeframe
4 months
Understanding the Problem
Fine Day Press, a design studio specializing in premium, thoughtfully designed wedding stationery, built a monthly newsletter-based email list with over 3k subscribers but engagement was low, with an open rate of 3.2%, and low CTRs.
An initial review of the email marketing program identified some specific challenges:
Monthly email newsletters were based on internal ideas, not user input
Email marketing created without usability testing
Content lacked consideration of users’ pain points
Crafting a Solution
Utilizing user research and analytics, could we create an engaging automated email campaign to address pain points, and nurture users through the process of buying wedding invitations?
Final Results
Over an 8-week period after launch. Metrics are based on analytics data provided by MailChimp
27%
Open Rate Increase
18%
CTR Increase
User Research
Generating Insights
I conducted surveys with existing customers to find out more about their journey to purchase invitations, and used this data to identify user pain points and goals.
I also reviewed website analytics and customer intake forms to identify the primary drivers of site traffic and get to know our users’ buying patterns.
KEY PAIN POINTS
“I looked at a lot of invitations online, but the process was overwhelming - I wasn’t seeing exactly what I wanted, and I felt clueless on how to get started.”
— Eleanor B.
User Journey Map
Identifying Opportunities
In our customer surveys, we asked users to tell us about their experience shopping for weddinginvitations. Using that information, I created a journey map to illustrate a user’s buying experience, from exploration to brand advocacy.
Connecting Opportunities to Deliverables
Based on the opportunities found in the journey map exercise, I came up with a list ofpotential solutions:
Create a free download that addresses the most common questions about invitations
Follow with a series of emails providing advice and inspiration to support users on the buyer journey
Build trust by sharing our brand story and values, and inspire confidence with testimonials
Provide post-purchase mailing tips & an easy way to leave reviews to help the user complete the journey
User Flow
Organizing the Drip Campaign
Final Designs
Conclusion
Email marketing automation, when used properly, is a powerful tool for businesses of all sizes - but it must take the users’ needs into account alongside the available automation tools.
Put users at the forefront of the project
Involve users upfront before developing marketing tools; find ways to collect feedback and listen to users throughout their buying journey
Create a clear plan to define project scope and keep the project on track; this is key within a large project with multiple design deliverables
Further development
More automation and audience segmentation could be utilized. For example, timing emails to key dates in the user journey based on their wedding date would be a powerful benefit to users.
A/B testing could be applied to specific content within the email series for optimization.
User testing doesn't end after development - design is a constant iteration of improving the experience for the end user