Out of all the digital marketing channels at our disposal, email is the most powerful. Whether you’re a B2B or B2C marketer, if you embrace email marketing, you’ll find that your efforts and financial investment will pay off big time.
.png)
Email marketing is the act of sending a commercial message, typically to a group of people or target, using email.
Developing an effective email marketing campaign, helps provide excellent result. Brands that aren’t seeing great results from their email list are most likely doing something wrong.
A study by Email Marketing Gold revealed that the ROI for every $1 invested in email marketing can be up to $40 – far more than other channels.
I started of by auditing the emails gotten from piggyvest and its competitors (Cowrywise, Flutterwave and Paystack) to understand how the email marketing structure works for each company, to validate some of the assumption that I might have and how to better improve the business metrics through email marketing.
To design an email frame work that increase the number of users who click the Call to Action button.
After going through Piggyvest, Cowrywise and Flutterwave email campaign. Here are spme findings: Piggyvest email structure is good but their email selling point is not customer friendly. Flutterwave email campaign does nothing other than send the transactional details to their clients, though there is nothing wrong with this approach, there could be always a better way. Cowrywise has a different approach by having a big friendly welcome text and content that feels different.
Taking all this into consideration, I decided to search more on other email marketing ideas I could find. I came across Charity water. Their email marketing has been taking an unconventional approach to their follow up emails by designing an email campaign to take their donors on a journey.
Dropox was able to still convice their cutomers by pairing simple and poignant cartoons with a tongue in cheek emoticon and some very simple copy, they accomplishes this goal admirably.
Uber who perfectly balance imagery and copy in a way that few other companies can, which might be why they are valuated at $68 billion.
Dell was in the process of launching XPS 12 convertible Ultrabook which is basically a hinged laptop that transforms into a tablet. Instead of the traditional email marketing tactics that Dell uses, they decided to create a gif of the product that would compliment their creative tagline, “Go from dreaming to doing in a flip“.
The biggest takeaway that I have gleaned from Charity Water’s email campaign is that you need to build a strong relationship with your customers through regularly connecting with and updating them.
The biggest takeaway form Dropbox is step out on a limb with your next email campaign and focus on design instead of copy.
If you are a little bit risk averse (which will be addressed in the next case study) then simply run an A/B test.
.png)
People who have never signed up for Piggyvest but have some awareness of the company. It's unknown exactly what is preventing them from opening an account but it is safe to assume they need a little more convincing.
.png)
I started my design process by writing up some user stories that aligns with the day to day transactional problem that different users might be facing and how to solve each problem with email marketing campaign.
Taking all the research into consideration from different Piggyvest competitors and other email marketing campaign. I made an initial wireframe design which I got feedback on from the Kimoyo team. Will be explaining the design with each user story.
.png)
As a celebrity enthusiast, I can only do what I see celebrities do, so as to one day be like them.
This design will impact the high click through rate due to the content relating to most Gen Z passion to be like or do what they see their celebrites do.
As a celebrity instagrammer, I wonder what this instagram influencers use to save their money, if I know I would use same bank.
Design will impact lower deletion rate and higher click through rate for the user.
.png)
As a celebrity manager, I would spend more money, if I can get less charge on my transfers.
Design will impact the high click through rate due to the content having ‘less charge on transfers’.
When it comes to email marketing and creating a memorable experience for subscribers, it is better to give the content that attract and at the same time flows with the happenings around us based on human nature.
%20Mockup%20(2).png)
%20Mockup%20(1).png)
%20Mockup.png)
With good proper email marketing structure a buiness can reach more audience. Going futher, I want to do more user research to understand what users think about email marketing and what can be improved.
Related projects
