Patrick J. Curran
Associate Creative Director, Design
Email Program Overhaul
Art Direction • Creative Strategy
Objective: Completely revamp the email program. Move to a more efficient, streamlined, and automated approach to reduce manual effort. Update visuals and voice to be more consistent, modern and friendly.
$1.5M+
in incremental annual revenue
12%
lift to margin
40%
lift in revenue per clicker
95%
reduction in manual effort
This required thorough, cross-departmental collaboration to rethink our process and develop a simpler, templatized workflow to speed up campaign setup and deployment.
We also defined, developed and adhered to a design system which provided a unified look across the board.
The welcome email
was simple, clean and transactional, and had a click rate of 27% – much higher than industry average.
The welcome flow
focused on key introductory steps like getting the user excited about winning, educating them about Tokens, and setting up their password.
The onboarding emails
utilized our strongest themes which had always performed well with our customers in the past.
The daily emails
provided a variety of content to keep user engagement high, while also introducing other prizes and driving traffic to other lines of business like the App, Games and Lotto
Campaign performance was closely monitored and optimizations were made to address any falling metrics.
Reworking these landing pages clarified and strengthened messaging...
...and also significantly boosted response rates.
Content Automation
I led the initiative to redesign the app and sweepstakes emails so they would dynamically pull in the prize images and titles as they were updated on the site. In addition to reworking the code, I collaborated with external partners to implement the technology. These updates improved the look of these emails and boosted response rates. The prizes changed often, so this effort eliminated the need for weekly production updates and freed up valuable resources.
This was a 100% Automated Solution!
User flows
were carefully mapped out for each email to address business needs and account for every use case. Pictured below are the first and second onboarding email experiences.
What I did:
Creative direction including design system adherence, shaping the look of each asset, and reviewing/critiquing the team’s work with the Chief Creative Officer.
Worked with marketing and product teams to determine optimal strategy for each user journey.
Collaborated with development and operations teams to develop a scalable template system for our emails and landing pages, which simplified and sped up the process; and then led an informational meeting to explain the process to the creative team.
Developed a dynamic countdown banner, which would automatically show up and display the number of days left to enter during the countdown timeframe.
Led the content automation effort for emails that promoted the weekly grand prize, eliminating the need for manual updates.
Results:
Using templates, automation and a more streamlined process, we reduced manual effort – slashing the number of custom email builds for the year from 2,000 to just 100.
12%
Lift to margin:
40%
Lift in revenue per clicker:
$1.5 Million in incremental annual revenue
Generated over