Automated Drop-off
Email Series
What happens when you take out as much copy as possible from an email series and let the design do all of the talking?
That is exactly what the EQ Bank marketing team wanted to know. Working closely with one of our talented copywriters, we worked to deliver short, impactful messaging paired with bold, bright imagery to convey direct messaging of singular value props.
The question came down to, what do we really need?
The drop-off journey is a timed delivery system of emails to users who had started their sign-up journey and then, for whatever reason, had not completed sign-up or funded their account. The emails highlighted the values of opening an EQ account paired with pithy, playful headlines.
Designs
During the design process, it was important to me to make the series feel connected, while keeping the individual messages separate. I used our updated colour palette and patterning using the EQ outline in a light opacity. This allowed me the freedom to make each email work as a standalone, while continuing the illustration style and simplified UI allowed me to make a cohesive journey.
Results
The Auto Drop-off Series was the first of its kind for EQ Bank. It was met with a lot of excitement and positive first reactions that were quickly backed by a significant increase in sign-ups and a high open-rate.
The email series has since been submitted as an example on reallygoodemails.com and has been used in submission boards for several advertising competitions including the ADCC.
