iZotope Customer Journey Email
Problem:
iZotope needed to build relationships with its email subscribers and customers.
This is when a welcome email series became a company priority. As a member of the Education team, I was involved throughout the creation and launch.
The Spec Brief
Target audience:
Musicians and audio post engineers within the 25-35 age range.
Insight:
Customers are not aware iZotope provides what they have commented as strong educational content.
Reasons to believe the insight:
Welcoming new subscribers comes from a place of hospitality, which people now generally expect from companies.
Providing thought leadership or free content helps companies build trust with their customers.
People remember how someone or something makes them feel.
Results:
Created a 2-part series of welcome emails with a focus on hospitality and branding in the messaging and imagery. Color scheme remained brand colors and high quality lifestyle images were used. The first email is an introduction and the second email appeals to each persona. The first sends within a day of signing up and the second sends a week later.
See the break down of both emails below.
First touch point.
Warm messaging
Short copy that indicates why we’re emailing them followed by messaging that welcomes this new subscriber into the company’s content ecosystem.
Quick introduction
To keep the email short and the purpose of the email clear, only three destination links were added to this first welcome email.
Second touch point.
Introducing the Youtube channel
Many customers were not aware of our educational resources including the Youtube channel.
Appealing to our target audience
All four spots depict different audience types that the content team creates blog pieces and Youtube tutorials for.
Last notes.
Who were the cross functional partners?
Design, content, email, and back end engineer team.
What was the level of involvement?
Coded, designed layout, coordinated, and helped launch the email.
What happened to the project?
The welcome series emails launched in June and go out to every new subscriber.