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Marketing Automation



Challenge

Innovation Refunds wanted to bring back customers who had abandoned the onboarding process (Wizard) before reaching the Customer Dashboard. The process was previously done manually through the sales team. Our objective was to automate the notification process and encourage customers to return and complete their application to maximize conversion rates.

Key players: Content Strategist, Senior Designer, Project Manager, Senior Content Designer, UX Researcher, Full Stack Engineer

Process

Mapping the User Flow

  1. Utilizing Miro, we meticulously mapped out the customer journey from the initial Wizard onboarding process to the final steps in the Customer Dashboard.
  2. By visualizing each touchpoint and interaction along the journey, we gained a comprehensive understanding of the customer's experience, allowing us to identify potential pain points and opportunities for optimization.

Identifying touchpoints

  • Through thorough analysis and brainstorming sessions, we identified nine touchpoints within the Wizard onboarding process, including initial application steps and interactions leading up to the Customer Dashboard.

    Email frequency optimization

    • By considering factors such as the complexity of each Wizard step and user behavior patterns, we devised a tailored email cadence to each touchpoint to maximize the chances of conversion.

    Design Thought Process

    • Brand consistency: Maintain consistency with Innovation Refunds' brand guidelines throughout the email templates to reinforce brand identity and recognition.
    • Clear sectioning: Use distinct sections within the email layout to organize content effectively, making it easy for customers to digest information at a glance.
    • Illustrative elements: Incorporate consistent and relevant illustrations that visually represent each step of the Wizard process, helping users navigate intuitively.
    • Engagement tools: Integrate animated gifs and subtle animations strategically within the email templates to capture users' attention and enhance engagement.
    • Responsive design: Ensure the email templates are mobile-responsive to provide a seamless experience across devices, accommodating users accessing emails on smartphones or tablets.

    Email Drip Strategy

    1. Use personalized messaging tailored to each step, highlighting progress and Customer Dashboard benefits.
    2. Emphasize step benefits like refund amount, accessing the Customer Dashboard, and getting help from a tax attorney.
    3. Use clear, action-oriented language with consistent visuals to maintain coherence.
    4. Provide FAQs and trust indicators like BBB and Trustpilot reviews to address common concerns.
    5. Offer guidance on navigating Wizard steps effectively and highlight each steps value proposition.
    6. Include clear CTAs prompting customers to resume their application journey.

    Outcome

    116 emails were created, designed in Figma, and built in Mailgun. The design format now serves as the basis for all Innovation Refunds marketing emails.