Email Copy
Note: Since this project was designed for a members-only publication, I can't show screenshots of the real thing. The sample here is a mockup that represents the type of work I did, and contains no proprietary information or designs belonging to the client.
Challenge: My goal was to entice busy industry leaders to reset the login info of their membership accounts on my client's new website. Secondary but still important was driving traffic to the new website and maintaining our audience's interest in our services.
Solution: I wrote and designed an email that naturally funnels readers through a series of engaging, persuasive design and copy choices.
My Contributions:
I designed the email from scratch to look modern and slick — as different as possible from our audience's daily diet of dry corporate memos.
Visually, the hierarchy of information was not only clear, but it cascaded from new element to new element, driving the eye downwards.
The goal was to galvanize a very pragmatic crowd, so the copy revolved around dynamic action, discovery, and, most importantly, concrete value.
My client anticipated audience resistance to the admin task of changing their account information. To motivate readers to update their accounts, I took them on a tour of the client's improved web services and hinted at new features coming around the pike. Then, after showing the value of our new services, I pitched a simple, easy call to action.
Outcome: Not only did most of their users reset their accounts the day they received the email, my client migrated their membership accounts to the new website without a single support call.
Email Mockup.pdf