Welcome Email Campaign
OBJECTIVE
Develop a data-driven Welcome Email Campaign that speaks to a more targeted audience segment and aligns with the new product creative direction in order to drive enrollments to the Google Career Certificates.
MY ROLE
Developing the strategy and creative briefs; directing the messaging; building the workflow; choosing the design modules; reviewing copy; QA; presenting to stakeholders; coordinating agency partners; managing resources; managing the budget.
Early stages of the workflow and content strategy .
PROJECT DETAILS
Grow With Google (GWG) is an initiative dedicated to broadening economic opportunities for individuals, businesses, and communities through skill development and resource sharing. In light of new, in-depth audience research, GWG's launched a new website in 2024 to drive enrollments to the "Google Career Certificates" product by targeting a more specific audience segment. To align with this new business directive, I managed the strategy, production and launch of a Welcome Email Campaign to drive enrollments in the Certificates.
DIRECTIVES
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Redesign a compelling, personalized, and outcome-focused welcome email that incorporates new creative direction and recent annual analytics reports to drive enrollments and clicks.
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Test a follow-up email that messages success stories and refers users to other owned-and-operated channels and examine the impact on enrollments and clicks.
AUDIENCES
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Primary: Young professionals (ages 18-35), career changers, recent graduates, and individuals interested in improving their job prospects.
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Secondary: Knowledge workers - includes all people whose job it is to think and make decisions for a living (e.g. business analyst, content strategist, compliance officer, etc.)
The final welcome email layout for new opt-ins from the GWG website.
Mid-stages of the test and learn plan. The original plan was to launch a follow-up to users who "clicked " to foster engagement. The plan evolved to instead test the value of a follow-up email altogether by testing its impact driving more enrollments. The test launched to 50% of users.