Background
Based on the data analysed from the previous re-engagement campaign, the team found that despite a relatively high email open rate, the majority of the recipients did not interact with the contents of the email. In addition, many of them also cited having “too many emails to read through” as a common reason for not interacting with the content. This further suggested that the content sent was neither useful nor relevant enough to instigate any further interaction.
The Goals & Strategy
The purpose of the campaign was to nurture and re-engage cold leads to convert them into Marketing Qualified Leads. The strategy crafted for the campaign uses nurture eDMs as a channel to provide cold leads with information that would be segmented according to their identified interests and pain points. It would also guide them to click through to a landing page, which provided them with possible solutions to the pain points.
The Design Process
Due to the pressing timeline and limited resources, we were unable to conduct in-depth research about the users. To keep the team aligned with the objective of each landing page, I had to facilitate a collaborative wireframing session with the team (strategy, marketing, and content). Based on the insights and information provided by the team, we were able to build up wireframes for the various landing pages while keeping the user experience and flow in mind.
The High-Fidelity Text & Colour Wireframes
Before the actual UI design was implemented, the wireframe sketches built up with the team was transferred from the whiteboard onto the screen. This not only helped the content team to structure their content better, it also provided a clear picture for both the strategy and marketing team. As such, focusing on content structure early during this stage accommodates for any content changes to be included or removed easily and efficiently.
Style Guide
While the primary UI elements like colors and typography came from the client’s existing brand style guide, certain elements like a pop-up color were selected using an online colour palette tool. The icons were also customised to fit the overall look and feel of the landing pages based on the titles and descriptions provided by the content team.
Responsive Design
One of the project requirements was to optimise the landing pages for various screen sizes. Keeping that in mind during the wireframe building session with the team, I also had to ensure that the content adapted itself to mobile view from desktop with ease and was seemingly intuitive enough for users to interact on their mobile devices.
