New Era Cap
As part of the initial growth project for New Era Cap, as Lead Designer I embarked on a journey to optimise direct marketing and email strategies.
Based on data insights (to understand user behaviour and email campaign performance, metrics such as click-through rates, conversion rates, and bounce rates) competitive analysis (competitors email capture strategies, the placement of CTAs, and how they engage users through email marketing), heatmap analysis (reveal where users were clicking, moving, and scrolling on the website, helping identify areas of interest and user engagement as well as potential pain points) which help reach the goal to enhance user engagement by addressing issues with the placement of the email capture CTA and creating a more dynamic and effective email capture process.
Direct Marketing and Email Strategy: Transforming Engagement with Data-Driven Insights
Challenges
CTA Placement on the NEC website: The existing email capture CTA was positioned at the bottom of the page, leading to user neglect, especially on mobile devices.
Passive Engagement: The previous email capture experience lacked engagement and dynamism, resulting in missed conversion opportunities.
Goals
Our primary objective is straightforward: conversion. Instead of complex campaigns, we aim to leverage user interest in our products, specifically promoting our best-selling items rather than just the latest releases. This initiative establishes a baseline for ongoing engagement rather than being a temporary campaign.
Data Capture Strategies:
We employed two key approaches to collect user data:
Value Exchange Signup: Offering users something valuable in return for their email addresses, creating a win-win scenario.
Direct Ask: A straightforward request for email information without necessarily offering a value exchange.
Timing Data Capture:
Timing played a pivotal role in delivering the right message at the right moment during the user's journey. We devised several trigger points for data capture:
Start on the Site: Allowing users to explore the site and form an initial impression before gently requesting their email after a brief period.
Active Flavour: When a user exhibits active interest, we employ an explicit approach, showcasing the benefits of membership and prompting them to sign up.
No Activity Detected: If we detect no scrolling or clicking, we assume the user has temporarily stepped away. In this scenario, we present a prompt to continue the conversation later.
Implementation
To address the CTA placement issue, we proposed a timed pop-up solution. After 8 seconds of inactivity, the pop-up appeared, offering users the opportunity to subscribe. This pop-up triggered an automated welcome email series, which played a crucial role in building user engagement.
Welcome Email Series:
The welcome email series was carefully crafted to establish an authentic emotional connection with the user. The first email in the series, the "Handshake Email," set the tone for a meaningful interaction.
The email series was strategically timed to ensure users were not overwhelmed. In order we presented the user with:
Brand Building Stage: Establishing a connection with the brand.
Authentic Emotional Connection: Sharing the brand's story.
Reason to Believe: Soft sell introducing lifestyle aspirations.
Key Product Push: Promoting top styles, teams, and colours.
Conclusion:
Our data-driven approach to direct marketing and email strategies focused on optimising CTA placement and creating a dynamic user experience. We aimed to capitalise on user interest in our products, leading to increased conversions. This strategy was not about promoting the latest drops or discounts but making it easier for customers to purchase what they truly needed.
In summary, our journey to optimise direct marketing and email strategies was driven by data insights and a commitment to enhancing user engagement and conversion.