Helping Burn Boot Camp Add Punch To Their Email
Burn Boot Camp was in need of an email overhaul. From an outdated creative look and feel and poor best practices, to a strategic approach that lacked purpose and direction, I oversaw the audit and resulting recommendations. The transformation was significant and has led to an improvement in CTR, Open Rate, Upsell Conversions, and more.
Where They Were
Check out some of the OLD emails that they were implementing. Initially, we were evaluating their new member stream, and there was a lot of room for improvements. From copy length, and consistency issues, to the need for mobile-first design, modernized design, and lots more.
Ultimately, I created a new email playbook that provided a modernized approach to best practices including a new subject line approach, a new POV on CTAs, best practices for body copy, a new way to incorporate their voice and tone, and a modular design approach that leveraged the components I created for their refreshed website look and feel.
Strategically, we identified new triggers, new content recos, new touches, and a revitalized approach to crafting relevant messages for their audience.
Where I Took Them
I had already been refreshing their visual brand identity and product capes through the lens of a complete website overhaul. Our website product approach used atoms and molecules to craft a new component library that created better UX/UI, consistency, and ease of use for building out future pages.
I started with an audit of their email streams and SMS then used that data to inform the creation of an email and SMS playbook. The playbook I crafted featured new, modernized best practices for everything from subject lines, body copy and CTAs to a new approach to their SMS messages and UX/UI best practices. We also provided new strategic direction, a new stream reco, and new content flows based on data that were more relevant to drive cross sell conversions and build loyalty and affinity for the Burn Boot Camp brand. We also created a new balance between business and marketing objectives as the data showed too much upsell was leading to unsubscribes and low engagement.
A New Approach To SMS
Burn Boot Camp’s SMS approach was stale. Their tone was formal, they used spammy tactics (like bit.ly links), and our data led us down a path to flip the script on their SMS approach and have to make it localized so gyms could provide one-on-one communications with prospects and members. In addition, there were opportunities to drive loyalty and craft new streams that worked in tandem with their email messaging.
Using Research To Drive Loyalty
Through research, we learned some interesting information about their audience and the tendencies of gym-goers. We found that our audience was more likely to act on SMS messaging from someone at the gym where they did their trial or were members. In addition, we learned that the act of buying merch at a gym dramatically improved the odds that someone would stick with a paid membership. We tailored our SMS messages to these findings.
