Headline

Strategically increased product engagement rates by developing a targeted email campaign with tailored messaging and content aimed at reactivating previous users

About me

My role:

Creative Lead
Brand Manager

Timeframe:

Nov 2023 - Jan 2024

Skills used:

Creative Direction
Brand Management
Agency Management
B2C Digital Marketing
Visual Design

Impact

Increased product engagement by 31% over monthly avg.

91% of respondents marked email as helpful

37.2% open rate (+9% over avg. rate)

Click rate of 3.8% (+1.2% over avg. rate)

We all know that time of year. Performance reviews…

User research revealed a primary driver for engagement with our Coursera product portfolio: the desire to discover how The Google School courses could help grow skills that could help someone get to and thrive at Google.

Engagement analysis revealed seasonal spikes driven by heightened career aspirations, particularly in January through March during performance review cycles. Consequently, we strategically scheduled Google School courses to align with these peak periods

Recognizing the post-performance review engagement surge, we implemented a B2C email strategy to re-engage previous Google School participants, showcasing courses tailored to their specific growth needs.

My role

My responsibilities included providing creative direction and brand management to the agency designing the email, as well as contributing content to maintain on-brand B2C messaging.

The strategy…

Recognizing time limitations as a significant learning obstacle through user research, I led a data-informed strategy to underscore the value of learning and growth, specifically addressing common performance review feedback areas.

By incorporating clear calls to action, we aimed to increase click-through rates and drive engagement with our learning products.

The development…

Following a content specialist's initial draft, I provided marketing consulting to strengthen the email copy with key messaging based on our framework.

I developed the email wireframe, ensured intuitive visual design for the user to navigate the email efficiently, and provided creative direction to the agency responsible for the visuals, adhering to The Google School's brand guidelines I managed as the brand owner.

The final email copy and visuals were reviewed and approved by Google's Brand Studio, the central authority for all user-facing brand and marketing materials.

The launch and assestment…

Following the launch of our targeted email campaign, we observed a significant and measurable uplift in monthly average courses started.

Notably, this increase was not limited to the specific products featured within the email; we saw a positive impact across the entire product portfolio. This widespread growth indicates that the campaign's resonance extended beyond the highlighted items, demonstrating a broader engagement with our brand and offerings. The magnitude of this uplift underscores the effectiveness of our strategic approach, which centers on delivering seasonal and topical emails designed to align with current user interests and engagement patterns.

By tailoring our messaging to resonate with timely events and trends, we have successfully captured user attention and effectively prompted desired actions.

This data-driven validation reinforced our commitment to this methodology, as it clearly demonstrates a direct correlation between our targeted email campaigns and tangible increases in sales performance.