Naveed Tariq UX WRITER|CONTENT STRATEGIST|DIGITAL MARKETER PORTFOLIO Table of Contents 1. VCC Live 2. CreativeReach 3. Nanushka 4. SparkHouse 1 8 16 22 My Role: UX/Technical Writing Email Marketing Strategy Email Copy Email Design Tone: Upbeat Extroverted Grounded Opportunity: VCC Live is at the forefront of remote contact center software. Their Email marketing is crucial to their success as it nurtures inbound leads. They want to constantly perfect this channel. Approach: To get the most out of this channel, VCC live needed a strategy that personalizes Emails based on lead behavior; on scale. Their product is incredibly complex and technical. Therefore jargon had to be translated so it could be digested by C-Level decision makers. 1 VCC Live Email Design: -VCC’s brand colours are orange and white. -Those colours make for a beautiful website. However they fall flat on Email platforms, which are usually white to begin with. -The solution was to incorporate shades of purple in the Email design. -The light purple background is easy on the eyes. While the dark purple (without fighting the light purple), makes it obvious that the user has to select one of any given number of options. 2 VCC Live Generic Email Copy: -After signing up to newsletters; leads are subject to the most boring text they will come across. -I wanted VCC’s generic Emails to be slightly humerous without being over-the-top or try hard. -When building a long term B2B relationship, every touch matters. 3 VCC Live Triggered Email Copy: -SaaS companies lean toward bland and, technical copy as they think it signals professionalism. -Email is the first touch in VCC’s inbound sales cycle. Therefore the copy has to set the tone for the whole process. -Since the target is C-Suite decision makers, the copy had to be light, without being overly casual or overly theoretical. -Exlamation points can be a cause for contention. I decided to be generous with them! 4 VCC Live News based Emails: -B2B sales is full of companies trying to land the sale on every single touch. It never works. -An example of an automated Email I came up with was the ‘free premium’ Email. -The language was succinct and didn’t beat around the bush. -Companies that were ‘dead’ in the CRM, and had recently gotten funding would be offered a month long trial of the premium package. -Naturally, the software is complex and so would require speaking to a member of the sales team to setup. 5 VCC Live Emails from the CEO: -Emails from generic Email addresses are far too common. -I decided that the Founder ought to put himself out there more. I suggested a second Email address be created to his name. -The sole purpose would be to send out automated and personalized Emails to leads. -The Email copy was to be non-intrusive yet conversational. The goals was to shorten the sales cycle by reaching out directly as early as possible. 6 is a VCC Live Email Triggers: -The CRM and Marketing team needed clear and concise guidlines on the Email drip. They needed to know what a behavior triggers, and what the reasoning behind it is. -In hindsight, the process would’ve been better laid out in flowchart format. -Nothing too fancy here. The language had to be straightforward and unambiguous. 7 Lead Submarine-> CreativeReach My Role: UX Writing UI Design Tone: Charismatic Refined Relaxed Opportunity: Our Email marketing agency had to go through a re-brand. Prospects struggled to understand what made our service special. The existing copy focused a little too much on sounding clever. It needed more focus on being intelligible. Approach: I re-named the agency CreativeReach as our target markets were creative agencies around the globe. I would tweak the website copy (and design) so that it was respectable yet easy going. The language would be designed to urge the visitor to keep reading from one ‘Step’ to the next. Additionally I restructured the website, so the visitor would understand our process just by scrolling through our homepage. 8 Before -‘Dream clients’ is very vague. It sounds like copy from the 1960’s. -’Power of Email’ is unecesssary exaggeration. It undermines trust from the get-go. -CTA suggests that the visitor will have to spend their precious time reading tedious material. -‘Auto-pilot’ suggests ease and a guarantee of results. -’All through Emaill’ indicates that there are no strings attached to the service offering. -CTA takes the visitor to the first place they’ll go to anyway: the pricing page. This helps filter out leads that can’t afford us. After Lead Submarine-> CreativeReach Immediate CTA: 9 Before -Jumps right into what we can offer the visitor. -Visually lays out the metrics we work off of. -’Step 1’ suggests the visitor should read on as there’s more to follow. -Client focused from the start. After -Visitors don’t care if we love referrals/Emails or not. This wastes their time. -This section tells the lead what they already know. Lead Submarine-> CreativeReach Simplifying the value proposition: 10 -I added mini-explanations under each step. -These would answer the most commonly asked questions, ideally before they even arise. -The use of emojis as visual aids break the monotony of the minimalistic white UI, and so were a natural choice. Lead Submarine-> CreativeReach Helping hands: 11 -I removed the ‘bad email’ example as visitors already know what they look like. -I focused only on what an excellent Email contains instead. -The website initially outlined what a ‘bad email’, and what a ‘good email’ looks like. -Putting them side by side however meant there was too much copy and noise for the visitor to navigate. Before After Lead Submarine-> CreativeReach Reducing the noise: 12 term. -Putting words to our whole A/B testing process would make for a very boring read. -I designed simple but self-explanitory diagrams instead. -No educational language was used in this section. All the words used were parts of the diagrams. Lead Submarine-> CreativeReach Saying less, to say more: 13 conversion -The re-brand required a pricing page, which we initially chose to leave out -The page was essential as it would put our service and its value into context -’Rocket’ and ‘Concord’ were quite simple package name choices. They both convey an upward trajectory, as well as power and precision. -The amount of text on the pricing page could be on the longer side, as visitors are willing to spend time to see what the price includes. Lead Submarine-> CreativeReach Pricing and Packages 14 -Our previous website didn’t feature an FAQ section. I chose to create one and placed it right below the pricing section. -The section (as you can guess) featured the most basic questions we were asked all the time. -The tone was very matter of fact and to the point. -I even noticed one of our competitors copy the first question and answer and put it on their website. Flattering to say the least. Lead Submarine-> CreativeReach FAQ 15