Templates and Campaigns
First up, we developed a simple template structure that would work for the vast majority of our email communication.
The DNA of our emails consisted of a combination of the following blocks: Header, user name, content, CTA, sign-off and footer.
We built a system (lovingly called MailMoose) where all the elements can be freely combined to create a new email campaign.
System Notification Emails
Since we also introduced a new messages system including follows and likes, we needed a set of notification emails to communicate activity.
Of course, one big part of this whole project was to make sure all emails were fully responsive and rendered great on mobile devices.
Schedule and User Engagement
Another big aspect of this project was to minimize stasis and figure out when and how to engage users. In this example, we were working out the user flow for expired credit cards and when and how often to best address our users.