Pollen Weekly • Content Newsletter
Pollen Weekly is a weekly round-up style content newsletter that shared the most recent articles published on the website. The total deliverable audience was around 187,000 subscribers, with leads being about 25,000 of those (at my last count). To support trial number goals, my strategy with these newsletters was to firstly to deliver value; all articles included in these newsletters were valuable to clinicians whether or not they were a customer. But all articles led back to the Pollen homepage, where there were CTA buttons and ads that gave a clear path to trial for those leads.
Leads Emails • SimplePractice
The CTA for SimplePractice leads was always the same: Start my free trial. After A/B testing other button copy options, “Start my free trial” came out on top, so we ran with it. These emails were sent to people who had already showed interested in our product but hadn’t yet started a trial (or purchased), so my goal with these emails was always to highlight features I knew were valuable to our audience in an effort to nudge that conversion to trial.
Customer Emails • SimplePractice
Emails to customers included campaigns like upselling new features, product or feature updates, and announcing new tools to help them run their business more effectively. The CTA always adapted depending on the goal of the campaign.
