Welcome Message
Onboarding Campaign Optimization
WebstaurantStore was seeing poor performance and a high unsubscribe rate from their welcome campaign. A new strategy was implemented through collaboration with multiple teams to consolidate the five message series into a single, more relevant message.
Increase in Open Rate
+10.6%
Decrease in Email Unsubscribes
-54%
Content Strategy
The first step, of course, was to look at the data. Which content did our users respond to and interact with, and which content was irrelevant or a waste of time? Analytics were reviewed and heat maps were created in order to create guideposts for the teams to follow as we worked together to solidify a strategy that was going to benefit the users and the business
Multi Team Collaboration
Once each team was aligned on content strategy, teams met to iron out the hierarchy and pattern usage through jam sessions and wireframes. Collaboration at this point in the process is necessary in order to solve any big picture issues in a more manageable state before they become more cumbersome as the project moves forward.
The Results Are In
Once everything was wrapped up and the new campaign was launched, the results were evident and showed that there was a huge drop off in unsubscribes. This email is now a great launching point for creating a successful email relationship to ensure deliverability of future campaigns.
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