Persona-based journeys deliver a series of monthly emails to customers who have been identified as part of a specific industry persona. Each journey includes a stream of product-based emails with learning content designed to help customers succeed and grow with their software. I led the visual strategy and design of this program. And collaborated with each industry marketing manager to create unique email templates for every journey. Within a year, the program expanded to include six persona journeys, with emails being delivered to over 600k customers each month.
Building Design Engineer Journey
Product Path: AEC Collection | Avg. Open Rate: 23% | Avg. CTOR: 15%
![](https://cdn.myportfolio.com/402264b1-f7e1-4419-b735-9538a77f20b1/29f4316b-7e0d-4a72-bed4-8e840ddd9c75_rw_1920.png?h=0a5f30daab0d149c02a74f5f0fb0d4d1)
Civil Engineer Journey
Product Path: AEC Collection | Avg. Open Rate: 25% | Avg. CTOR: 17%
![](https://cdn.myportfolio.com/402264b1-f7e1-4419-b735-9538a77f20b1/c6d60e61-1bd2-4c28-bebb-3947dc0159d3_rw_1920.png?h=1405a4a7584f0c945267a548adb2e792)
MEP Engineer Journey
Product Path: AutoCAD
Based on usertesting.com feedback, we added in labels to indicate content level and switched to a more visual layout.
![](https://cdn.myportfolio.com/402264b1-f7e1-4419-b735-9538a77f20b1/190a48d0-a0e7-4f3d-b8dc-f14e9ff922e5_rw_1920.png?h=600ec0cad1873cb5bee404fdd8e8354c)