Email.
Sending. Sent.
Emails have been popping up in our inboxes for a while now. Do you make the most out of yours? Got customer emails and don’t know what to do with them?
Email funnels are great for getting your services and products seen by the customers who are already signed up.
Email Funnel - Five Part
The Company
Natalie Chiverton Photography is owned and run by Natalie. Her brand is high-end elegant wedding photography. Her target audience is engaged couples with salaries of 30K+ in steady careers. Age range is generally around 25-35 with the occasional second time around couples. Her couples are looking for structure and knowing where they stand. They don’t have any stand out hobbies are interests however, they are all down to earth and easy to talk to. They are looking to be nurtured and may Natalie as a maternal figure to guide them through their wedding journey. They are wanting a wedding photographer who offers extras like, great communication, group chats, recommended suppliers and out of hours responsiveness.
The Problem
Natalie felt her landing page headline was a bit bland. She also wished to utilise an email list that is sent to her after some wedding fairs she is unable to attend.
The Process
I listed out everything that I associated with Natalie's branding and came up with the fact that she offers great style and great service. I also moved around some of her SEO language so that it sounded less generic but was still searchable.
For the email funnel I worked with a 5 email sequence which did the following:
1 – Welcome email - introduction to Natalie
2 – Introduction to packages - soft sell
3 – Offer on packages – giving back to couples
4 – Final reminder on offers – recap and slightly harder sell
5 – Final email and bonus offer - to end the sequence
This was constructed to slowly introduce prospective couples to Natalie's brand and services without overwhelming them. In slightly adapted versions is could also be used to reward and thank couples for their initial interest in her wedding photography.
The Result
Natalie's new headline fits in well with her current branding. Unfortunately, the scope of the project changed and the email funnels were no longer required. As a result the emails have not been designed and showcase the copy only.
To view headline: www.nataliechivertonphotography.com
Product Email.
(Spec Ad)
A-1 Performance Motor Oil (fictional)
Objective was to increase customers to the company website for them to learn about and ultimately purchase the motor oil. I focussed on the benefit of the customer wanting to be on the road more as their car would be performing more efficiently.
Size 650 x 1400 (pixels)
Event Email.
(Spec Ad)
Macy’s Men’s Fall Sweater Event (fictional event)
Objective was to attract men of ages 25-45 to visit Macy’s on a specific date to get up to 40% off high fashion branded sweaters. I highlighted the benefits of a huge reduction in price and a necessary need for a new sweater.
Size 650 x 1200 (pixels)
Product Email.
(Spec Ad)
Johnson’s Baby Conditioner
Objective was to increase awareness of the product and encourage customers to purchase with a money off coupon. I converted each feature into a benefit allowing the reader (parents of young children ages 0-2 years) to feel emotionally drawn to help their baby.
Size 650 x 1400 (pixels)