✹FEDERICA
VISMARA

SHORT RESUME

LET’S CONNECT

keywords: conversion, lead nurturing, e-grocey, look&feel, ux writing

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company: Everli (e-grocery marketplace) 

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team: Federica Vismara (visual design & copy strategy and execution), Annalisa Bano (illustrations), CRM team (recurring & transactional flows management)
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short description: I’ve been responsible of conducting a project to redesign all automated marketing and transactional emails (visual templates and copy) to boost the engagement of Everli customer base.
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issue:
current email flows are not sticked to Brand values, voice and positioning and their performance is not optimal (poor Open Rates and Click through Rates)
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goals:
- improve email flows performances with a high quality and cool content.
- align them to the brand values, tone of voice and positioning.
- allow internal stakeholders to be autonomous in creating emails by building a series of common cases email templates.

year: 2021-2022

ACTIONS

STAGE 1: ANALYSIS OF AS IS TEMPLATES AND RESEARCH

as is emails main issues:

- guidelines and scalability: no email templates guidelines defined and ready-made templates to start from. No visual assets archive found

- layout: visual style (illustrations, icons) is not recognizable and stick to the Brand

- copy length: email body and copy are ofte ntoo long (more than 200 charachters per paragraph)
- tone of voice: is not sticked to brand values and voice, not friendly and warm

- fonts: have no brand recognition 

- CTA buttons: are often not on top of the email (first scroll)

main actions:

- Monitor it and do A/B tests.

sub-actions:

- guidelines and scalability: define a document of email templates guidelines for all stakeholders, a visual assets repository and a ready-made templates based on topic clusters to be autonomous in content creation

- layout: introduce a memorable recognizable style with in-house made illustrations and icons

- copy length: review all email copy to make it shorter and more effective
- tone of voice: review all email copy in order to stick it to our USP and brand voice

- fonts: Introduce Brand personalized fonts

- CTA buttons: add them on top of email body and review all button text

STAGE 3: WRITE COPY GUIDELINES

STAGE 4: REDESIGN EMAIL TEMPLATES

AFTER

PRODUCT TOUCHPOINTS:

Type: Type: in app/web modal
Aim: ask to leave a review to
collect user data
Target: Customers who placed an
order on Everli

Type: in app/web modal
Aim: boost adoptions to paid plan (Everli Plus)
Target: Everli customers who have an active behaviour but are not subscribed to paid plan

Type: transactional email
Aim: communicate a warining about a debit status
Target: Shopper Employee for Everli

STAGE 5: MONITOR AND COMPARE THE BEFORE&AFTER RESULTS

we compared CRM channel performance (summing up automated email flows and one shot emails) to analyse the overall and single performance of emails.

Here’s one key result:

• email topic:

Re-engage customers that abandoned the service

• time frame considered:

ALWAYS-ON ACTIVITY: A/B TESTING THE CONTENT

during all the process of redesign the email templates I conducted a series of A/B tests on single and clustered emails to find useful content insights with the aim to improve the performance and leverage on what really the customer prefers to read and receive.

main Topics:

- test different subject line topics
- test different words order appearance in subject line
- test personalized fields that leverage on single user consumer habits
- test different elements positions in email body
- test different CTA wordings
- test static elements vs animated ones
...