CRM TARGETED WELCOME SERIES REDESIGN

CONCEPT :
The concept was to take the preexisting welcome series of twelve transactional and educational emails with one-size-fits-all message to three email touchpoints with personalized content. The current series was a mixture of outdated branding and serious loyalty program tone, which was not cohesive with a welcome journey.

DEVELOPMENT :
The development began with an audit of current emails to determine where optimizations could be made. Exercises were also conducted to ensure content was relevant to the initial starting point of the client journey and learned based on interactions with the welcome series.

EXECUTION :
The execution was a collaboration with an agency partner. We brought in the use of in-progress rebranding elements, including updated Beauty Insider loyalty program characters and refreshed Sephora brand color palette. Personalized content was executed through online vs. in-store preferences, recommendations, and local store events.

The current welcome series audit (fig. 1) was a mixture of different designs and messaging that did not equate to a cohesive series. It also tied too closely into Beauty Insider loyalty program branding, which clients did not necessarily need to sign up for the Beauty Insider loyalty program to receive the welcome series.

In efforts to visually update the welcome series, the new Beauty Insider loyalty program characters (fig. 2) and the refreshed Sephora brand color palette (fig. 3) were incorporated. Use of more playful editorial tone and typography was also layered in.

The final welcome series resulted in a fresh and friendly tone with clear actions and personalized content. Consolidated touchpoints included a welcome email (fig. 4), personalized information acquisition (fig. 5), personalized content (fig. 6), or information acquisition follow-up if personal information was not provided within timeframe (fig. 7).