Educating Wild Apricot's customers on writing user-friendly emails 

The problem

Hard-to-read emails

Many associations are sending emails to their members (using Wild Apricot's membership software) that are difficult to read and not user-friendly. 

The solution

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:

  • Accessible

  • Purposeful

  • Concise

  • Conversational 

  • Clear 


Top-performing engagement 

  • Launched on August 18, 2020

  • Most-viewed engagement in August with 7,169 total views

  • 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) 

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