Educating WildApricot's customers on writing user-friendly emails
Background
WildApricot 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.
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Hard-to-read emails
Many associations are sending emails to their members in WildApricot that are difficult to read and not user-friendly.
In-product walkthrough in the email editor
When users compose a new email in WildApricot's email editor, they will see an in-product walkthrough with some typography best practices.
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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 (by Torrey Podmajersky):
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Accessible: how available is the language to people using it?
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Purposeful: is it clear how a person can meet their goals?
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Concise: is the information relevant?
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Conversational: is the language and phrasing familiar to the audience?
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Clear: does the action have unambiguous results?
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
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The light-hearted copy, simple language, and helpful insights are likely the reasons why this engagement out-performed other WildApricot 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)