Agency: eROI Project: Email Campaign Role: Visual Design
Stumptown Coffee Roasters
In late 2015, Stumptown re-introduced their coffee subscription service. As lead designer, I was responsible for conceptualizing, pitching, and delivering visual design work that communicated the passion and attention to detail that Stumptown puts into every cup of coffee.
I was excited to collaborate with the Stumptown design team and I was also keen to drink as much Hair Bender and Cold Brew as I could get my hands on—for research purposes.
PROJECT GOALS
PROCESS
Track Behaviors, Identify Segments, and Personalize Content.
Based on online behaviors and browsing habits, the team divided the email recipients into two segments—Gift givers and Self-shoppers. To adequately tell the story, we landed on a four email campaign. This allowed us to send a lot of content without crossing the line and overwhelming anyone.
STRATEGY AND EXPERIENCE PRINCIPLES
Don't try so hard.
Stumptown doesn't push their brand down anyone's throat. It is important for the designs to be relaxed, simple, and minimal. Every extra element competes for the user's attention.
Mind the inbox.
The holiday season is one of the busiest times of year for an inbox. The messages need to stand out against the onslaught of "deals, deals, deals" emails the everyone will be receiving.
Speak my language.
An email is one of the most personal digital experiences a brand can have with a customer. Make it contextual with segmented and appropriately-timed emails.
WIREFRAMES AND CONTENT STRATEGY
Great coffee is for everyone. To help demystify the process of a great cup of coffee, each email contained a recommended blend, a grinder, and a link to a step-by-step brew guide. Anyone can enjoy a Stumptown cup of coffee right in their home. To keep the message clear, I created high fidelity wireframes to act as a blueprint for the upcoming visual design.
VISUAL DESIGN
With an emphasis on mobile stability, we leveraged gorgeous product and environment photography, custom hand-lettered typography, and smart layouts with of breathing room. I worked collaboratively with Robin Clark on all the deliverables and the visuals we put together are truly a synthesis of both our efforts.
THE RESULTS
The campaign was successful in generating subscription increases (235% increase in subscription purchases during campaign) and providing a ton of data on customer behavior and preferences. Through this work we also we identified key opportunities for streamlining the UX of the e-commerce section of their website.
You can check out eROI’s case study for a full read out of the campaigns performance.
This email campaign was part of a larger project at eROI.