GOOGLE – My Business Art Directed a large-scale email lifecycle campaign targeting the SMB sector.
Long Story Short
The design challenge was to demystify the Google ecosystem for non-technical business owners.
Art Directed an email ecosystem centered on clarity and accessibility.
Stripped away visual noise and focusing on the core benefits of Search and Maps.
Visualizing value for SMBs to convert unverified business owners into engaged users.
DEEP DIVE
The Strategy:
Simplification: We stripped away jargon, using plain language to explain the value of "showing up on Maps."
Behavioral Triggers: We set up automated triggers based on user actions (e.g., "someone just left you a 5-star review").
A/B Testing: We rigorously tested subject lines to prioritize "loss aversion" (e.g., "Don't lose your verified status") vs. "benefit-driven" (e.g., "Get more customers").
The Results:
Increased verification rates by 35%.
Lifted Weekly Active Users (WAU) through review-response prompts.
Successfully launched the "Year in Review" personalized email campaign for merchants.
More at Google
Google I/O 2018
Google I/O (“Innovation in the Open”) is a developer festival that was held May 8-10 2018 at the Shoreline Amphitheater in Mountain View, CA
