Request:
Create the first email in a series to reach customers qualified for our Instant Deposit product. Maximize sign-ups to target for follow up email series pushing usage.

Objectives:
• Showcase uses that are universal to all small businesses
• Instill exclusivity
• Champion simplicity of sign up, use, and management
• Ensure customers that Instant Deposit is a necessity for continued growth

Execution:
• With the main goal of gaining Instant Deposit sign-ups, I and my visual-design partner approached this email as a “steps narrative”: Showing value high in the subject line, preheader, and hero, followed by explaining the ease of signing up in module 1. Module 2 speaks to the customer monetary and time value, calling out holidays and weekend usage. And module 3 speaks to the products potential to help with growth.

• As this was a new product, I worked with my marketing stakeholders and wrote a messaging hierarchy. This cut our review process time almost in half as our final product was almost exactly what our stakeholders were expecting.

• I collaborated with my partner to develop a dynamic image narrative to complement and reflect my messaging approach. An almost didactic flow was created that led readers through the process they were about to enter and eased their suspicions about clicking into the email.

Results:
Over 40% open rate and 25% conversion and sign up rate

From Marketer:
”The open and click rates for both emails were very impressive, high than our average rates. And the other very impressive things is the fact that only one person unsubscribed between the two emails! That shows messaging and audience are on point.”