TRIGGERED EMAILS
Branded, highly-personalized dynamic data-driven emails with
touch-and-go buttons optimized for mobile users.
"Service Alert!:" The original prototype and first rollout of a triggered service alert email campaign specifically designed for mobile optimization. At great personal risk of bodily harm from the brand managers at General Motors, we tore into the legacy desktop email. Passive brand messaging was stripped out;, advertising was banished from the header, structural copy was rewritten to be authoritative and action-oriented, dealer self-aggrandizement was truncated and relocated to the dealer information section, brand language describing information represented by graphics was trashed, buried-in-copy text links were replaced by large finger-friendly HTML buttons. The final design was branded for each GM division (Buick, Cadillac, Chevrolet, and GMC). The result was a bold action-oriented mobile-friendly email that maintains the campaign look of the parallel direct mail.
Creative Director, Art Director: Billy Ray Stephens; Original design: Adam King
Client: General Motors
"onPoint:" Cadence-based service email, urgent and response-oriented. Dynamic data makes each email highly personalized and unique to the customer and his vehicle. Designed like a mobile app, dynamic modules create urgency and the need to click through. Modules are customized dynamically to include required maintenance, current safety system status, coupons and dealer-specific information including online scheduling. Unlike the legacy desktop emails, the new mobile-aware design puts the focus unmistakably where it belongs: on currently-recommended service and your vehicle's safety systems status.
Creative Directior, Art Director: Billy Ray Stephens; Production Artist: Jon Butler; Copywriter: Meredith Hatcher
Client: Jaguar Land Rover, N.A.
"Waypoint:" A single dynamic template is branded on the fly with division-specific logos and color depending on whether the customer's service prompt is "owned" by a Ford, Lincoln or Quick Lane dealer. Designed from the ground up with a focus on mobile users, who (as of January 2013) comprise over 60% of first-opens, spend more time reading the emails than desktop users, and have a higher propensity to touch and click through to schedule service. In addition to the standard customization detailed in the previous example, Waypoint includes model-specific imagery in the header to engage the customer immediately from the click-to-open.
Creative Director, Art Director: Billy Ray Stephens; Copywriter: Meredith Hatcher
Client: Ford Direct
"NexTouch:" The redesign of a busy, unfocused, impossible-to-read-on-a-mobile device legacy email. Subtly-branded and stripped of all non-urgent content, it is customized to the customer, his vehicle, and his dealership. Triggered by calendar and/or estimated mileage, it presents an authoritative alert to required service, and easy-to-touch links to online scheduling and service department call center.
Creative Director: Billy Ray Stephens; Designer: Ryan Palmer
Client: Toyota N.A.
"Jaguar onPoint:" The rebranded sister campaign to Land Rover onPoint. I included it here because, well, frankly, now I get to put "Jaguar" in the key words and branding section of this Behance project. Jaguar.
Creative Director, Art Director: Billy Ray Stephens; Production Artist: Jon Butler
Client: Jaguar Land Rover, N.A.
