Educating Wild Apricot's customers on writing user-friendly emails
Background
Wild Apricot is a cloud-based software that empowers nonprofits and small associations to manage their membership—including its database, email, events and website—all in one place.
Hard-to-read emails
Many associations are sending emails to their members in Wild Apricot that are difficult to read and not user-friendly.
In-product walkthrough in the email editor
When users compose a new email in Wild Apricot's email editor, they will see an in-product walkthrough with some typography best practices.
To keep the audience interested and engaged, I added some humor in the examples. It was also essential for the copy to meet the following criteria:
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Accessible
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Purposeful
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Concise
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Conversational
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Clear
Top-performing engagement
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Launched on August 18, 2020
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Most-viewed engagement in August with 7,169 total views
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22% completion rate
The light-hearted copy, simple language, and helpful insights are likely the reasons why this engagement out-performed other Wild Apricot engagements that month.
Customer feedback:
"A big thank you for the tips on the newsletter received when writing my newsletter. They were such a help and my newsletter looks heaps better, not to mention the spacing!"
Team: Alexandra Smyslova (Product Designer), Catherine Chea (Writer)