Kidde Fire Safety

Kidde Fire Safety Products was looking for an email campaign series alerting both active and unengaged users of their subsidiary app integrating and relaunching under one name. Kidde wanted something clean, simple, and elegant to reflect changes in their branding that could be used across additional emails in the campaign.

This campaign lasted for a handful of emails with a secondary focus of regaining the attention of dormant users. The content strategist in me knows there’s only so much a design can offer in that regard. I worked with Kidde and our copywriting team to come up with some language that reflected their voice while being engaging enough for the average consumer to open a marketing email.

Subject lines (as well as preview text) are the first step in increasing key performance indicators (KPIs) and open rates. Once the user had interacted with our emails, we then reintegrated them into a user flow to guide their email marketing experience.

A unique challenge with this project was we traditionally would have a call-to-action button to track engagement with a campaign URL. When directing the viewer to download from the Apple App Store or Google Play Store, it’s difficult to track success since we don’t have access to those analytics.

The true KPI would ultimately be the number of downloads from each app store.

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BUSH’S® Beans

When Pinckney Hugo Group received the BUSH’S® Beans email marketing business, the client was looking for a major overhaul. Aside from moving away from large image-based emails to HTML, these emails needed to be integrated into Salesforce’s content management system (CMS) called Exact Target as fully functional templates.

After creating templates in BUSH’S new flat-color branding, we began to focus on the content itself. BUSH’s was looking to move away from direct product-based marketing and more into the lifestyle of healthy living while showing their fun side (animated GIFs often result in a higher click-thru rate while being more engaging).

The solution is simplified content as a lot of companies attempt to turn their email marketing campaigns into landing pages to share their message. Studies have shown that you really only get a single click from any user who is willing to convert, which means that a centralized call-to-action is strongly recommended. One benefit to using Salesforce as your CMS is that you do see actual conversion metrics in your analytics, which backed the changes made.

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