Zoee
PaaS | Startup | Email Drip Campaign

From Design Scrub to
Data-Driven Redesign

Project Timeframe: Q4 2024
Role: UX & Content Designer

Team: Head of Product

Background  Zoee, a startup Platform as a Service (PaaS), offers integrated solutions for coaches to manage various aspects of their businesses, as well as, a client portal and marketplace. This all-in-one platform encompasses scheduling, billing, video sessions, note-taking, and an inbox feature.
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Problem

Lack of compelling, quality content to guide user experience

Early in my tenure at Zoee, one of my initial projects involved revamping the design and content of the email drip campaign aimed at free trial users. With a small user base and limited data, the emphasis was on enhancing the visual appeal of the emails and maximizing marketing content.

In just 5 months between the initial email scrub and this subsequent iteration, Zoee accrued more users and valuable data, enabling me to make informed decisions about email content inclusion. Armed with comprehensive data from email & help center analytics, user behavior insights from Hotjar, and feedback from user interviews & tech support, I embarked on refining my earlier work and redesigning the user experience.

‍Objective
Improve the quality & usefulness of the content for new users to guide and improve their free trial experience
Encourage user engagement & account setup which was directly correlated to conversion to paid subscriptions.  
Build trust in the product with human touch.  
Key Insights From Research
Coach engagement with profile pages during free trials is directly linked to conversion rates.
Coaches felt confused about the what and why surrounding setup steps which was causing friction and account abandonment.  
Coaches placed high value on the personalized orientation calls offered during their free trial period with direct correlation to sales.
Coaches highly prioritize community-building with peers as they seek to belong to a larger entity and alleviate feelings of isolation.
Original Profile Design
Solution

Setting coaches up for success with quality content & community

Simple, transparent pricing that grows with you. Try any plan free for 30 days.
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Outcomes

Increased open & click-through rate and engagement with orientation calls.

Simple, transparent pricing that grows with you. Try any plan free for 30 days.

🌟 Increased CTR

Following the implementation of these updates, the open and click-through rates for the entire campaign surged, with figures reaching an impressive 80-100% open rate and a 12-30% CTR across all emails. Additionally, the inclusion of help articles within these emails drove heightened engagement, consequently resulting in a reduction in technical support tickets for related areas.

🌟 Increased Orientation Calls

The new initial email successfully engaged users schedule their orientation sessions, a key indicator of conversion to paid, with 30% CTR, leading to an increase in the number of orientation calls scheduled. 

🌟 Increased Web Sessions

The nudge emails proved to be a huge success in increasing user engagement, boasting a 48% open rate and a 7.5% click-through rate (CTR), contributing to a noteworthy 20% increase in web sessions for this specific segment.
Other Key Improvements
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📨 Increased Frequency

Originally, the campaign featured five emails over the 14-day trial, spaced approximately 2.8 days apart. Recognizing the need for more frequent engagement to encourage account setup, two additional emails were added, resulting in emails being sent every other day on average.

👉 Nudge Email

A fresh addition to our email strategy, the "nudge" email was automated through our CRM platform, triggering after two days of user inactivity during the free trial period. This email served as a gentle reminder to coaches about the platform's key features while encouraging them to re-engage during their trial period.

💬 Mid Trial Survey

In addition to the nudge email, I implemented a mid-trial survey for users. This enabled me to passively gather valuable UX data, assist coaches encountering challenges, and offer them an extra 7-day trial extension as an incentive for participating in the survey.
Coding Emails

Re-coding emails and saving valuable dev time

Having already constructed these emails, I duplicated them and recoded the content in on our email marketing platform Courier, drawing upon my proficiency in HTML and CSS. This approach enabled me to iterate on email creation in real time, fine-tune subject lines and text, while also saving our developers precious time, as they were not required to divert attention from other projects to publish the new emails.

Simple, transparent pricing that grows with you. Try any plan free for 30 days.
Key Takeaway

More data = more impact

In just 5 months between the initial email scrub and this subsequent iteration, Zoee accrued more users and valuable data, enabling me to make informed decisions about email content inclusion. This process served as a valuable exercise in enhancing my own work through new research, data analysis, and iterative improvements to the user experience.

Simple, transparent pricing that grows with you. Try any plan free for 30 days.
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