Overstock Trade Email Marketing
Overstock Trade emails attract new members and encourage user interaction.
Overview
Overstock Trade, tailored for Interior Design Professionals, heavily utilized email campaigns, with me as the primary designer for emails.
This case study highlights key emails, namely the Invite and Welcome emails, pivotal in driving sign-ups and enhancing member engagement. I'll also touch on other impactful emails within the program.
Team:
UX Product Designer (ME! 😉)
Lead Product Designer
Project Manager
Front & Back-End Developers
Tools I used:
Figma
UserZoom
Asana
Impact
- Increased member sign-up conversions
- Effectively educated members on the programs benefits
- Helped to increase sales conversions
- Increased member engagement with Design Boards
Problem
The Overstock Trade launch involved a two-phase challenge: a limited soft launch that was invitation-only followed by a critical MVP public release.
Emails played a crucial role in inviting and welcoming members, serving as the primary channel to drive both sign-ups and sales conversions. Strategic messaging was employed to encourage members to actively utilize their benefits and engage with the program.
Goals
- Drive new membership sign-ups.
- Inform members of the program's benefits.
- Encourage members to start shopping.
Process
PRE-LAUNCH EMAILS (LATE Q4 2022)
Define
Collaborated with cross-functional teams to establish invite and welcome email requirements, ensuring simplicity for soft launch emails with the team's agreement.
Design
Utilized the requirements (seen below) as a starting point and created multiple design iterations for each email, settling on a final design for presentation.
Feedback
Incorporated straightforward feedback, focusing on call-to-action updates and copy changes.
Iterate
Swiftly implemented team feedback for quick email refinements.
Handoff
Played a vital role in the design handoff by providing spacing guidelines and responsive assets. Conducted thorough quality assurance to maintain pixel-perfect designs, correct links, and high-quality images. Ensured a smooth handoff to the email marketing team upon development completion.
*See each design below along with the requirements for each email.
MVP LAUNCH EMAILS (EARLY Q1 2023)
Shortly after Overstock Trade's soft launch, I began working on the program's MVP launch emails.
These emails would show off the full range of benefits, build on the design of the Overstock Trade Landing Page, and showcase our program's matured visual design.
*See each design below.
Invitation Email
Invite email that successfully generated interest among potential customers and drove member sign-ups.
This email would see an increased open rate of 41% compared to the soft launched email at 32%.
Welcome Email
An email that welcomes users to the program. With a goal to drive engagement with members to begin shopping and use the 15% re-usable coupon.
This email would see an increased open rate of 48% compared to the soft launched email at 36%.
Existing Member Email
For our soft launch members, this design closely resembled the welcome email but aimed to introduce them to the MVP program and its new benefits, with the main focus being on re-engagement.
We incorporated a 'NEW!' label to highlight each added benefit to help with readability.
Next Steps
With the success of our emails. The Trade team and I worked on a comprehensive marketing strategy with the purpose of driving user engagement.
I played a role in driving the designs and strategy for the continued marketing efforts.
This included:
- New Email Campaigns (As seen below).
- Overstock Push Notifications.
- Re-branding of existing Overstock emails to Overstock Trade.
- Brand partnership emails with Lennar and Havenly.
Designer Board Intro Email
Designed an email to educate members on design boards and inspire them to start using them to generate rewards.
Member Monthly Rewards Statement
Email to inform members of their monthly rewards amounts and to provide the value proposition of sharing their boards.
*Note: This email was actively being worked on and I do not have confirmation that this made it to production.
Cross-Brand Email with Lennar
An email to Trade Members providing inspiration for what a successful designer page looks like and how they can generate rewards from their design boards.
Thank you for visiting!
Have questions, comments, or feedback? Feel free to reach out and contact me.