CraftworksLA
I partnered with CraftworksLA, a Los Angeles based production company, to do their email strategy + design. I collaborated with their site designer and cofounders to design compelling emails to launch their brand to acquire more clients.
Strategy
Using my knowledge from previous clients, I came up with a Welcome Flow series of 5 emails to get people engaged in Craftworks content. The main hurdle we faced was the emails they had acquired were purchased lists, this meant we were essentially cold emailing people. I used subject line (SL) testing to segment to smaller groups to see which SL had the highest open rate and used that to inform which SL’s to use for the rest of the lists. This strategy had us starting with open rates around 20% but by the end of the flow we were seeing open rates upwards of 45%, click through rates of 3.5%, and unsubscribe rates of under 0.2%!
Email Designs
Since Craftworks is a production company it means they have worked with numerous high profile clients and have a bountiful amount of editorial to showcase. The goal for the email designs was to be very image focused with as minimal copy as the client allowed. I also created brand guidelines/standards for their emails and set them up with templates that they can go back and refresh whenever needed, as well as the “thank you flow” for after clients booked with them.
