Smokin' Hot Email Design System for Char-Broil
One of the oldest grill makers in America, Char-Broil wanted help to upgrade their email program both aesthetically and functionally.
I worked alongside developers to build a thoughtful design system that increased brand consistency and a drag-and-drop self-service portal to allow stakeholders to design custom email messages for their audience.
This increased efficiency allowed for investments in strategy and allowed for increased relevancy, behavioral testing, and interactive enhancements. A new Welcome series prioritized customer preferences and provided content based on behavior.
The customer action rate skyrocketed to 35% as a result of this effort.
Introducing a new Welcome series with enhanced personalization with progressive profiling.
Increased efficiency with the new design system allowed investments in strategy and segmentation.
Welcome series prioritized Cook, Shop, or Learn content based on customer behavior.
Welcome email with progressive profiling
"Shop" email content served based on customer selection
"Cook" email content served based on customer selection
"Learn" email content served based on customer selection
Component Library
Design system elements and modules flexibly designed to mix and match, and create any email marketing message combination.
Emarsys Build
Paired with the component library, the drag-and-drop functionality built in Emarsys was easy to use, easy to customize, and easy to maintain.
Interactive Enhancements
Search in Email
A search form field allows the customer to type a term directly into the email.
The destination is the results page, directing customers exactly where they’re looking to go.
Works great with industries where deep linking is valuable, like retail or travel.
User-Generated Content (UGC)
Perhaps the easiest way to turn email subscribers into social followers is UGC through hashtags.
Creating a hashtag not only connects you with your followers but also allows you to curate UGC quickly.
Boost engagement and brand awareness.
Provide incentives for customers to share your brand through your hashtag (exposure, contests, giveaways, and so on).
Represents social proof as customers actually see your brand on display from real people in real-time.
Agency of Record
When BrightWave client Char-Broil needed to find an email service provider (ESP) just as innovative as their cooking products, they turned to their email agency of record, Brightwave. In turn, we partnered with Emarsys to consolidate Char-Broil’s multiple existing data sources and continue collecting and organizing future customer data.