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%
Civil Engineer Journey
Product Path: AEC Collection | Avg. Open Rate: 25% | Avg. CTOR: 17%
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.