Fall Promo Campaign
For this campaign, the message is simple—upgrade at a discount for tools to help boost your productivity. The trick is making that message work across various touch points, each of which encounters the user in a different context. Notice how the copy varies across the assets while the core message remains consistent.
Goal
Get existing customers to upgrade to a higher-priced tier offering more features than their current plan—to the tune of 741k in bookings.
Approach
I leveraged internal research showing the top features that get customers to convert to a higher tier. Used these as main value props across most campaign assets.
Result
Campaign drove 946k in bookings. If you’re bad at math (like me) that’s 128% of goal!
First touch: Initial send
This is the customer’s first opportunity to learn about the offer. Here, as with the rest of the campaign, the copy is active and user-centric. The structure leads with the offer, follows with the value proposition, and where there’s room to elaborate (like the last line of the email) I also include an aspirational message.
Mobile in-app takeover
Mobile in-app card
Desktop in-app takeover
Desktop web takeover
Desktop web banner
Second touch: Follow-up
Here we’re doing another send to keep the offer from falling off the customer’s radar. Internal research showed that too much messaging seemed to induce fatigue and loss of interest. Research also suggested that the urgency of late-campaign messaging really helps drive bookings. That’s why there are fewer touchpoints at this early stage.
Third touch: Last chance
At this stage in the campaign, the offer expiration date is right around the corner. I’m hitting this fact hard in the copy to drive urgency, leading with “last chance” in every asset—because a little FOMO never hurt a campaign! Also note how the value props differ from those in the second touch. That’s because I’m leveraging internal research that shows all of the top reasons that people upgrade and including all of them at different stages in the campaign.
Mobile in-app takeover
Desktop in-app takeover
Desktop web takeover
Desktop web banner
Fourth touch: Deadline extension
This is the last touch, where we extend the deadline. Here, I worked particularly close with the visual designer to make sure we hammered home the message that time is running out. Hence the hour glass and lines like, “You only have until Wednesday.” Notice how the copy includes these additional points to convey urgency without being longer than its counterparts earlier in the campaign.