Customer Post-Design Triggered Email Series
Content Strategist // Copywriter
MODSY, 2021
In this impactful project, I spearheaded the development of an email series designed to maximize customer engagement and drive revenue in the critical 3-week window after customers received their designs. Collaborating closely with the senior visual and UX designer, we mapped out the customer’s post-design journey, identifying key pain points and opportunities for content.
The series drove an average 63% open rate and an impressive 5.6% average click rate. The project not only surpassed its revenue goals by a remarkable 300% but also addressed the delicate balance of preserving the intimate designer-client relationship with brand communications.
Bird’s Eye View
Key Insights:
Customers were most likely to purchase furniture within the first 3 weeks after design delivery.
Customers who rated their designs highly were far more likely to make a purchase.
Digging into low revision rates, we found customers “felt bad” about requesting revisions from their designers, causing many to drop off post design delivery.
Customers were not afraid of long, text-heavy emails. These simple, text-only emails allowed for more personalization and had 10x open and click rates (vs traditional marketing emails).
Strategic Solutions:
Modsy was already offering exclusive discounts on furniture during peak sale periods (e.g. Black Friday). We recognized this communication needed to happen much earlier, during the crucial 3-week window post design delivery.
We devised content to educate customers on the post-design journey, underscoring that asking their designer for revisions was not only expected, but a welcomed part of the process.
We recognized that customers were communicating directly with their designers via the in-app chat and that communications from the larger Modsy brand should be kept separate and distinct to preserve the integrity of that relationship. However, communications from the brand could help reinforce expectations around revisions, encouraging customers to ask for changes as needed.
We used text-only emails to communicate personalized messages and more traditional designed emails for educational content.
Sample Emails from the Series
Receipt Email
We revamped the receipt email with educational content, capturing customers’ attention in the moment when they were most excited and engaged.
Day 1 Post Designs
Woohoo—you got your designs! We found many customers got stuck here, and this email was designed to show them a clear path forward.
Day 3 Post Designs
Let’s shop! We messaged the exclusive discount codes much earlier in the post design journey, emphasizing the 3-week timeline to encourage customers with an eventual deadline.
Day 6 Post Designs
Customers were hesitant to shop through Modsy vs retail brands. We added emails communicating the benefits of shopping directly through Modsy alongside their discount codes.
Day 13 Post Designs
Social proof! We continued to showcase the value of our shopping experience through customer testimonials.
Day 17 Post Designs
After 2+ weeks working with their designers, we reminded customers about their discount codes. Subsequent emails provided further reminders and extensions dependent on customer behavior.