Lead Nurturing Journey
Update and refresh existing lead nurturing marketing journey emails
Project Brief
Overview
Update the existing Lead Marketing Journeys in order to increase the volume of inbound calls and tours generated from Facebook and AMS leads.
The Problem
The current Journey focuses on the gifts a lead/user can receive when taking a Welk Resorts Sales tour. But currently it doesn’t provide users with any information about who Welk Resorts is, it doesn't inspire any trust, or ease any of their concerns about being a Welk timeshare Owner. Items that need to be addressed in this refresh:
Project Role and Team
UX/UI Designer – Research, Interaction, and Visual Design. The team on this project included the Digital Marketing Manager, Marketing Cloud Automation Manager, Marketing Copywriter and Editor, and myself.
Analysis/Understand
Solution
Before I was assigned to this project it had already been determinded what the high-level deliverables would be. Much of the research was done by the Digital Marketing Manager and data information was provided by the Marketing Cloud Automation Manager. The success of this journey would be measured by Marketing Cloud Email Analytics, CallRail Tracking, and Tableau Bookings Report. The goal is to increase booking conversion percentage of leads. I was assigned to design a refresh of our current lead journey emails.
Concept/Ideate
Old vs. New
Based on feedback from sales agents in the field, potential users were unfamiliar with Welk Resorts, felt uncomfortable about timeshares, had concerns about handing over a deposit for a sales tour, and were weary that the gifts offered to take a tour weren't legitimate. The current emails and journey were not addressing these concerns.
Email day 1 and 4; current email deployment schedule
The proposed new journey focused on educating the user on who Welk is as a company and also sharing insight as to what timeshares are.
Proposed revised deployment schedule. New items in green.
Design/Iterate
Sketches and Low-fidelity Wireframes
After collaborating with the whole team, I created sketches and low-fidelity wireframes.
Low-fidelity wireframes of new journey emails (desktop). Click image above to enlarge.
High-Fidelity Design and Mockups
Once the team approved the low-fidelity wireframes, I moved onto creating high-fidelity designs. I kept in mind that the design needed to be useful, usable, desirable, and stayed consistent with the company's brand.
High-fidelity mockups of new journey emails (desktop). Click image above to enlarge.
Responsive Emails, L-R: (1) Email 1 – Day 1: The first email a lead receives. Reminding them of the gift they signed up for, but also introducing them to the business in hopes to establish trust. (2) Email 3 – Day 7: Providing a lead with information about the reasons for taking a vacation and how the business can help them find a perfect getaway. (3) Email 10 – Day 120: During this point in the journey, a lead may be weary of timeshares. This email shares the positives and benefits of being an owner.
Concluding Thoughts
Outcome
So... COVID-19 happened. Our team presented the new journey internally, but at the time we were unable to move forward. Because of the Coronavirus pandemic, the company has gone through internal changes and restructuring.
Lessons Learned and What Could Have Been
Despite this project being put on hold, there were still opportunities to reflect on what I learned and what could have been if it went through.
Thank you for reviewing this case study. If you have any feedback, questions, or comments you'd like to share, you're more than welcome to!