Post Purchase Email Campaign
Project Overview
- Role: UX/UI Designer, Art Director
- Client: Thermador
- Duration: 2021-2023
- Deliverable: Multi-Email Campaign Series
The Ask
Thermador likes to keep their product owners in the know with the latest information and news regarding their products, as well as useful tips and resources that are helpful to their customers for using their products the best they can.
Update the current post purchase email campaign and add additional emails per brand's goals that will be sent to Thermador owners (new and existing) over the course of their first year of ownership. The goal of this email campaign is to foster and nourish a relationship between Thermador and their customers.
Background
Thermador has about 10 emails in their post purchase campaign that are sent to their product owners over the course of their first year of ownership. Some of these emails are developed internally by the Thermador brand team, and the rest by my creative team. When I was signed onto this campaign, I was tasked with updating existing emails with new information and modern branding standards, as well as design brand new emails with new goals.
Generic and Product Specific Emails
The emails would be generic or product specific depending on the content. For example, the welcome email would be sent indiscriminately to all Thermador owners. On the other hand, the email about product maintenance would be built out into over 20 different versions to cater content for each product an owner has registered. These content blocks would be combined into unique email experiences for each Thermador owner.
Audience
The audience for this email campaign is Thermador owners. So this is a business to consumer marketing campaign.
Constraints
The Thermador brand team has an internal developer that takes the designs we provide and build it in their email builder software. My primary tool for building out these emails was Adobe XD and later Figma (when my agency acquired a business account), but limitations come with the software and the capabilities of the email developer for Thermador. I would often have meetings and conversations with the developer to refine any design details like alignment, typography styling, and icon resolution to get the design in the software as close to the final design provided as possible.
Problems to Address
Update Existing Emails
Existing emails in this user journey are 1-2 years old, and need to be updated with modern brand standards and messages. Client looks to me for suggesting other areas of optimization on these emails.
Create New Emails
There are new products, tools, and goals the brand team has that they'd like to be integrated into this email journey and sent out to Thermador owners. They also want to create experiences that feel custom to each owner, filled with content catered to them and their products.
Creative Development
Approach
I sat down with my team and the client's brand team to discuss the goals and content they prepared for us to implement into email designs for this up coming optimization period. Together we all discussed which emails should be sent when, what new emails we can create, and where we can get product specific. Then, we established a global timeline on the whole project as well as individual timelines for each email. With this groundwork set, I got to work on the first email.
Tools
Final Creative
Each of these emails are scrollable.
Welcome Email
This email is meant to introduce new Thermador owners to the brand and the resources and benefits they receive by registering their product. Main updates here were to the heading and typography to match the current brand standards.
Maintenance Email
The purpose of this email is to educate owners of Thermador on how to keep their product in the best shape and working efficiently. Each product has their unique maintenance needs, and so individual versions of this email were made to cater to specific products, to make the information more relatable to the owner receiving it.
Connectivity Email
The purpose of this email is to encourage owners of connectable Thermador products to connect their appliance to the Home Connect® app. When they connect their product, they are able to utilize the full set of features of their appliance, and this varies from product to product. This email has specific versions that cater to specific products to get the most relevant information to owners.
Impact & Efficacy
Compared to 2021
Deployed than 2021
Rate Compared to 2021
Paired their Appliances
