Follett eFairs Automated Campaign Planning
Problem: Follett Publishing hired CSG to help internal UX, Content and Creative Design teams develop their first automated email campaign - the campaign focused on increasing sign-ups to a new product called Follett Book eFairs.
Process: I worked with CSG’s data science team to streamline and define 5 key personas for this product. Next, I developed the planning documentation below for the execution of campaign assets. Finally I coached three specialist teams within Follett’s marketing team to execute assets based on the planning documentation.
Solution: Since this was Follett’s first automated email campaign with new licensed tools, Follett asked CSG to guide the MarCom teams so they could learn the key steps while allowing the teams access to collaborate and Q/A along the way. The campaign assets were deployed by the Internal Follett teams successfully.
Contribution: CSG UX Specialist and Creative Director - See specific contributions below.
Sketch drip-map versions
I developed these sketches to:
Consider how the drip map would aid persona self-selection of content that matched their interests.
2. Help clarify the amount of content needed to support all 5 personas depending on the complexity of the automated email campaign.
3. After organizing pre-produced content, these sketches helped identify how much new content client teams needed to produce and if new content expectations would align with resource capacity.
Low-fidelity user flow and wireframes
I produced this higher-level flow to align client teams on the user journey for each persona from paid media to product sign-up
Client training flow
To develop these two following flow sketches, I turned over the flow above. Then I held a daily check-ins with the client-side UX designer to coach and review their documentation of this flow for every point in the decision tree. This exercise helped train the client-side UX designer to understand automated email decision trees since it was the first automated flow they executed.
Content development templates
I developed a series of spreadsheet tabs to track copy development for key assets within each automated email. This helped CSG and client-side writers map and track their copy deliverables, while managing persona needs and character counts – per email marketing and UX best-practices.
Dynamic Email Wireframes
To train Follett content and creative design teams on how to produce dynamic email templates I produced the following High-Fidelity wireframes / Low-Fidelity designs .
High-Fidelity Landing Page Wireframes
I developed these high-fidelity campaign landing page wireframes to inform the client-side creative team on how to design dynamic landing pages. These dynamic landing page templates allowed for flexibility of primary content including blog posts, videos, and downloadable assets - as curated high-value incentives prior to sign up. All key CTAs were repeated to drive product sign-up pages.
