Newsletter Drip Campaign Design
to Drive Sales
Company Overview
Soulo is a company that creates products to empower seniors desiring to age in place. Using universal design principles, Soulo focuses on creating accessible personal care products so that those with disabilities can do their personal care routine independently.
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Project Overview
The objective was to create an automated email drip campaign that would engage and nurture users who signed up for the Soulo company newsletter. The campaign aimed to generate interest in the Soulo Nail Trimmer, promote its unique features, and offer incentives to drive conversions. The campaign consisted of six emails sent with a one-week delay between each, carefully crafted to guide subscribers through the customer journey.
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Role
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UX/UI Designer
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Marketing Lead
Tools
​Figma, Squarespace, Mailchimp, Google Analytics
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Design Process & Strategy
User Research
Prior to designing the drip campaign, user research was conducted to understand the preferences, needs, and pain points of the target audience—seniors and individuals with disabilities who value independent living and personal care assistance. We also surveyed subscribers to understand what type of content they wanted to see in future newsletters.
Buyer Personas
I created two buyer personas for this campaign based on our user research.
Persona: Independent Irene
Gender: Female
Age: 67
Location: Washington D.C.
Background
Irene is an active senior who values her independence and desires to age in place. She lives alone and wants to maintain control over her personal care routine. She has limited mobility due to arthritis but strives to find products that enable her to perform daily tasks without assistance.
Goals & Motivations
Irene seeks personal care products that are easy to use, safe, and promote her independence. She values reliable information, positive customer experiences, and promotions that offer good value for her money. Irene is interested in receiving educational content related to personal care and staying updated on the latest product innovations.
Pain Points
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Overwhelmed by the numerous personal care products available in the market
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Hesitant to try new products due to concerns about their efficacy and suitability for her needs
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Appreciates personalized recommendations and trustworthy testimonials that address her specific concerns
Persona: Supportive Sam
Gender: Male
Age: 45
Location: San Diego, CA
Background
Sam is the adult child of a senior parent who lives independently. He takes an active role in researching and purchasing personal care products that can enhance his parent's quality of life. Sam values convenience, safety, and reliability in the products he chooses for his parent.
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Goals & Motivations
Sam wants to find personal care products that make his parent's daily routine easier and safer. He appreciates detailed product comparisons, testimonials from other customers, and special promotions that offer cost savings. Sam seeks educational content that helps him understand the benefits of specific products and their impact on his parent's well-being.
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Pain Points
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Overwhelmed by the variety of personal care products available and the lack of clear information on their features and benefits
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Wants to ensure he is making informed decisions and choosing products that are appropriate for his parent's specific needs
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Values brands that offer reliable customer support and provide resources for caregivers.
Content Mapping
Based on the user research insights, a content mapping strategy was developed to ensure each email in the drip campaign served a specific purpose and catered to different stages of the customer journey. The emails included a free shipping and 20% off promotion, a personal message from the founders, a comparison of the Soulo Nail Trimmer to other products on the market, customer testimonials, a highlight of product features, and a behind-the-scenes look into the design process.
Customer Journey
I worked with the co-founders to outline the customer journeys using Miro.
Using Mailchimp, I created a customer journey with a 1 week delay between each email.
Visual Design
The visual design of the email templates followed a clean and accessible approach. It incorporated the Soulo brand identity, utilizing clear typography, engaging imagery, and a well-structured layout to enhance readability and ease of navigation. The design aimed to create a sense of trust, professionalism, and accessibility.
Design System
Final Designs
Company Impact
Following the implementation of the drip campaign, Soulo achieved exceptional results. The campaign successfully reached 100% of its product sales goal for the quarter. The targeted emails drove high click-through rates, resulting in increased website traffic and conversions. Additionally, the campaign generated positive user feedback, indicating its effectiveness in engaging and informing subscribers.
Next Steps
Testing and Optimization
Using A/B testing, I will evaluate the effectiveness of different subject lines, call-to-action buttons, and content variations. I will also continuously track user feedback, and engagement metrics to optimize the campaign's performance.
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Additional drip campaigns
I will be designing additional drip campaigns for the waitlist subscribers and cart abandonners to drive pre-sales and sales.
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Personalization and Segmentation
I will explore strategies to personalize the email content further based on subscriber preferences, demographics, and past engagement. By implementing segmentation techniques, I can deliver targeted messages that resonate with specific user segments, such as caregivers or individuals with specific personal care needs.
I will also continuously review and update subscriber profiles to ensure the campaign remains relevant and valuable to the evolving audience.
Integration with Marketing Automation
I will work with the marketing team to integrate the drip campaign into a marketing automation system to streamline the email delivery process and automate personalized follow-ups based on user actions or inaction, as well as explore opportunities to connect the email campaign with other marketing channels, such as social media or retargeting ads, to create a cohesive and consistent user experience across multiple touchpoints.
Continuous User Research and Feedback:
I will conduct regular user research to stay informed about evolving needs, preferences, and pain points of the target audience and implement feedback mechanisms within the email campaign to collect insights directly from subscribers and use that feedback to inform future iterations.
Long-term Relationship Building:
I will work cross-functionally to develop a plan to nurture and maintain relationships with email subscribers beyond the initial drip campaign using ongoing email newsletters, exclusive offers, or educational content. This way, we can provide ongoing value to subscribers and keep them engaged with the Soulo brand.