First impressions are important, and Zulily was struggling to make a good one. The complex business model and long explanations regarding “where is my package?” are confusing to our customer.
The previous emails did a great job at highlighting the categories, but failed to explain the Zulily business model or set expectations about the shipping process. When new customers made their first purchase, they were often frustrated at the length of time it took to receive their item which negatively impacted NPS scores and repurchase rates. By educating the customer early on, we were able to set expectations accordingly.
I had to opportunity to completely rethink the customer journey and how our messaging and design can welcome, educate and engage a new customer. The major callouts were to highlight the value of Zulily, how shipping works, upcoming brand launches and connecting on social to get inspired. Working closely with a copywriter, we were able to create a friendly, conversational tone while educating the customer. All of the imagery used in this series was shot in-house and I got to be hands on with the art direction, location, model selection and look and feel of the photography.
Many components of the email were tested and continue to be incrementally updated for length, messaging, content, Gmail inbox placement, and performance.