Welcome journey/ Re-engagement journey project
Throughout my experience learning about email design, I honed in on the "welcome journey" and "re-engagement journey" for my intern assignment, aiming to increase lead generation by 30%. The ultimate goal was to provide a positive experience for both current and potential subscribers, with the objective of increasing consumer interaction rates by 14% by the end of the quarter through the creation of new journey maps. To achieve this, I strategically spaced out emails to avoid overwhelming subscribers with an excessive amount of content.
As I worked on this project, designing email layouts quickly became my favorite aspect of the job. I was determined to stay true to the clean-cut, minimalist aesthetic of VETEMENTS. I achieved this through careful selection of images, colors, and language. Additionally, I incorporated CTA buttons throughout the email, which I emphasized through bolding or underlining, ensuring that they stand out. This approach reduces the risk of subscribers feeling overwhelmed by an excess of information in a single email, which can lead to increased unsubscribe rates.
The Welcome Email
The welcome email is a crucial aspect of email marketing and presents a tremendous opportunity for brands to engage with their new subscribers. It provides a platform to introduce the brand and its offerings, make the subscriber feel welcome, and build a relationship with them from the very beginning. The confirmation of a new registration through a welcome email can set the tone for future interactions, and it has been noted that around 8 out of 10 subscribers expect to receive a welcome email after signing up for a mailing list.
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A well-crafted welcome email can result in a 50% higher open rate and a 86% higher click-through rate than traditional newsletters. It's an opportunity to highlight the benefits of being part of the brand's community, offer exclusive content or discounts, and encourage the subscriber to take further action, such as following the brand on social media or browsing their website. Overall, the welcome email is a powerful tool that should not be overlooked, as it sets the foundation for the brand's relationship with its new subscribers.
The Welcome Flow
The Welcome Journey is a critical element of any email marketing campaign, and its purpose is to create a positive first impression on new subscribers. In this particular project, I was tasked with designing the Welcome Journey flows to introduce the brand and the stories that brought us to where we are today. The main objective was to establish a personal connection with the subscribers and showcase our values and unique selling points.
However, sending a series of emails within a short period of time could easily lead to subscribers flagging our emails as spam, which would negatively impact our email deliverability. To mitigate this risk, I developed a strategy of spacing out the emails by 3-5 days to ensure that subscribers had enough time to engage with each email before receiving the next one.
Another important consideration was the content of the emails. To keep subscribers engaged and interested, I made sure that the emails were brief yet informative, providing just enough information to pique their interest and encourage them to take action. For example, after the first three emails of introductions and critiques from fashion industry professionals regarding our most recent runway, the final email would be about pre-ordering for the upcoming season, providing a clear call-to-action and opportunity for subscribers to engage with the brand. Overall, the Welcome Journey flows played a crucial role in establishing a positive relationship with new subscribers and driving engagement and sales for the brand.
The Re-engagement email
A re-engagement email is an important part of any email marketing strategy, aimed at bringing back subscribers who have stopped engaging with our regular emails. These disengaged subscribers may have stopped participating for a variety of reasons, some of which may be beyond our control. However, by using re-engagement emails, we can attempt to address these issues and rekindle their interest in our brand.
The reason why I chose to include a re-engagement journey alongside the welcome journey is to offer another opportunity for those who may have missed out earlier to reconnect with VETEMENTS. The re-engagement journey consists of a series of emails designed to entice disengaged subscribers and encourage them to become active once again.
The key to a successful re-engagement journey is to make the emails brief, informative, and interesting enough to pique their curiosity. The journey will include personalized messages, reminding subscribers of the value we provide, and even offering incentives such as discounts or promotions. While it may not be as significant as a pre-order from a luxury brand's new season, a 60% discount on some of our pieces can get attention and bring back disengaged subscribers. Ultimately, the goal is to boost engagement rates and strengthen the relationship between the brand and its subscribers.
The Re-engagement Flow
When it comes to re-engaging subscribers, we have a very limited window of opportunity to grab their attention. Since many of these subscribers have stopped engaging with our emails, we need to make the most of the two chances we have to win them back. The first email should include a summary of the best deals we've offered over the past few seasons, along with a preview of what they can expect from upcoming shows or collections. Depending on the success of the initial email, we may choose to follow up with a more detailed version of the deals, perhaps offering a discount or free shipping in the hopes of motivating them to make a purchase. It's important to keep in mind that the content of the follow-up email will depend on the response rate to the first email. Our goal is to make sure that these re-engagement emails are compelling enough to encourage subscribers to take action and re-engage with our brand.
