The problem:
In order to drive user engagement and ensure customers are getting the full value out of their AncestryHealth purchase, occasional emails were needed to remind users about features that were a click away. This was especially true during the wait between when a customer decides to buy the product and when they finally get the main thing they were paying for — DNA test results — several months later.

Early reviews and user data suggested customers weren't taking advantage of the product features and content beyond glancing at their DNA test results. That's not necessarily a problem in itself, but what was a problem was that customer ratings were lower than hoped for. The two might have been related. So increasing engagement to better convey the value of the product and all its features seemed like a good place to start.

The process:
Working with the design and engineering teams, I crafted an email campaign strategy that had several aims:
- make sure customers remain excited about their upcoming test results during the months-long wait for them
- push them to use other features, helping them get value from their purchase even before their results
- drive them to new in-product content, helping ensure they were taking advantage of all they'd paid for

This involved creating a whole content strategy — what new content we should create, when it should be touted to the customer, how each email would make its individual points, how each email would tie together with the series of emails as a whole, how the email content tied in with what they'd see once they clicked through the product, etc. And then write and design everything. All in about three weeks.

The result:
In the end we ended up with a campaign that drove up engagement with product features, appeared to better set up expectations for the product as a whole and, gradually, started to inch up those ratings.