Emails for every occasion
There are many emails I’ve designed ranging from promotional, and engagement to transactional. I partnered with our CRM, product marketing, developers, and other stakeholders to ensure that all emails work within our CMS to manage content and build emails to hit our business goals. Each email is unique yet maintains our brand identity and flex depending on different seasonal campaigns. My process begins with asking the right questions to our marketers while collaborating with copywriters and stakeholders and then ensuring all details are ready for development. It’s important to revisit the emails after launch to see how we can improve for the next round and see what is working for us.
Shipt’s Email Campaigns
Art Direction
Marketing Collateral
Design System
Role
Lead Designer
Year
2022–2024
Test A (left) and Test B (right)
A/B Test
For this email, we did an even split where we kept the subject line and preview text the same. On Test A, the email opened with an image promoting last-minute Valentine’s Day gifting followed by a Shipt Shopper story. Test B was the exact opposite. The goal was to see which email drove more GMV and membership subscriptions. Test A was the winner and drove $1.3M GMV. Some learnings were to leverage more real-life shopper/member testimonials and available features to help consumers how and when to use Shipt.
Product Launches
We continued our product launches and showcased the benefits of tracking their order and being in communication with their shopper at each step of the journey. The email drove 8.9K orders, $928K GMV, and our Orders page visits grew from 50 to 60% of customers. Post-email, visits increased to 70% daily average (record high 76% on Christmas). As for email performance - both open and CTRs outperformed average emails sent during the same week.
Long Format
We wanted to showcase all our features in a newsletter to empower even more consumers to use Shipt. Some were skeptical and believed that long-form emails would have a huge dropoff. We tested that theory with this email and proved that with the right hierarchy, visuals, and content, it’d be worth reading. It had early strong email results: ~44% open rate, 2.3% CTR and nearly 1,800 placed orders in the first day. Overall, it drove over 6,291 placed orders, $677K in GMV, 38 net new memberships, had CTR rate of 2.3% and 48% open rate.
Team
Ilona Yevdayeva, Product Marketing
Itzel Hernandez, Product Marketing
Matt Bloom, Copy Direction
Nancy Hu, Lead Designer & Art Director
Rachel Martin, Copy Direction
Reed Strength, Copy Direction