Customer Loyalty
As a retention strategy, cards certifying that certain customers had officially joined an exclusive club were sent out during the holiday season.
The look and feel of the card is meant to be similar to an Amex Black Centurion Card to evoke the luxury of excellent customer service.
I designed these certificates and laser printed the metal cards, collaborating with Customer Success and Marketing to ensure consistent branding and that copy reflected the quality of customer service they could expect from our team.
Previous iterations
Client Engagement
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Part of my role at Wingmate involved ensuring our clients were up to date on the product and engaged with the features our team was building.
I worked directly with the CTO, Customer Success, and Demand Generation to produce email broadcasts and campaigns that introduced or highlighted updates and new features but also engaged clientele with information regarding their business dealings in the Wingmate application.
These tasks also included working with a Contracted Designer, Marketing, and the Customer Success departments to structure emails, write copy, and make decisions on what visuals would be included.
Company
Wingmate
After upgrading Wingmate to a React web framework, I worked on a go-to-market campaign announcing updates to the application.
This React launch email was the culmination of our development team’s year long project. Just before deployment we put this together so that clients knew what sort of changes to expect but also to provide them with the opportunity to use the revamped application in Beta testing.
This was ultimately the most effective way we began conversations with clients about product positioning and improvements.
Feature Emails
The new features being released required a simple Go-to-Market strategy and email campaign.
The structure of these short How-to emails was simple:
Offer a value proposition at the beginning of each email followed by a short explanation.
Include 3 steps that illustrate the simplicity of a given feature, using quick animations to grab attention.
A Call to Action at the end of each email linking directly to the feature added an interactive element.
In the case of the Team Broadcast feature, we were introducing something new we knew users would like to take advantage of so we looked to grab attention early.
The feature started being used the day after release.
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Not every new feature went to market following the exact same strategy and we learned a great deal about our end-users.
In the case of the Score Card feature, we were surprised to see it being underused by our client base after enthusiastic responses during preliminary research interviews.
Unlike the Team Broadcast, this email was not sent out immediately after release. This taught us that our users benefitted from the encouragement of follow up emails.
Since the value of this feature targets both salespeople and their managers, it was important to highlight how it could be useful for multiple user types.
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Community Emails
One campaign we started was designed to more efficiently make clients part of the design process.
This composition invited users to be a part of how the product is made. As stakeholders and designers this feedback was something we valued at Wingmate.