Driving Growth Through Strategic Lifecycle Email
Behavior-triggered emails that nudge users towards 'aha' moments.
Before State
Identified Areas – Opportunity Solutions
Multiple Company-wide CRM Platforms
Bitly lifecycle was activated across Autopilot, Zendesk, Marketo and Mailchimp for company use. I worked with our Director of Growth + Director of Customer Success to unify design identity across platforms.
Problem
Funnel Analysis
Identifying Areas of Customer Contact
I streamlined our email ecosystem by auditing our tech stack and mapping customer journeys, uncovering critical touchpoints, understanding team metrics, and optimization opportunities from acquisition to monetization.
Align Cross-company, Understand Impact
My role as a Design Lead was to use our funnel knowledge, and appropriate stakeholders and create template components / graphics that activate these points across lifecycle and Bitly.com.
We also used templates, slogans and designs with a decade of past content and dated design that needed updating to our current connections offering with QR Codes & new integrations with plugins like Wordpress or Bulk Link Shortening that are meaningful to enterprise SaaS.
User Flow and Metrics
Hypothesis Driven Design
Bitly Lifecycle Unification
We believe that implementing a cohesive system of modular email templates tailored to our customer journeys will enhance the Bitly user experience, leading to increased email link engagement and faster user activation.
The goal is to reduce company spend from a decade of tools, imagery and design systems across varying teams to ensure our journeys provide the greatest customer experience. Note these figures vary between 5-10% depending on the lifecycle marketing manager's goals.
Steps and Action
Building a Foundation for Impactful Email Strategies
Historically operating on a freemium model, Bitly launched it's first lifecycle marketing campaign in 2021 to guide user into a paid self-service tier plan.
My goal was to design Figma templates that showcased potential at broad scale. Aligning our brand and creating conversion-conscious components were part of the discovery.
Results and Considerations
Driving Seamless User Journeys and Measurable Outcomes
Streamlined
Design Process
By creating a robust set of design system elements and templates, I empowered our design team to work more efficiently and consistently. What resources will we need to implement this solution on a larger scale?
Enhanced
Collaboration
I established a feedback loop for new design requests, fostering better communication between design, product, and development teams through Slack and Asana. How can we establish a feedback loop for ongoing user input?
Improved
User Experience
Overall reduced tickets. How do these insights change our understanding of the problem? Which aspects of our solution need further refinement? What specific actions should we take based on our findings?
