Refreshing LG Pro Builder’s Email Approach
LG Pro Builder sells the LG portfolio of appliances to a variety of builder types. I partnered with our strategy and account teams to audit their email streams then refresh them creatively and strategically. In the past, their emails were too copy heavy, not mobile-friendly, did not follow modern email best practices, had opportunities for a better visual flow, and the look and feel did not align to the new LG brand. Take a look at few parts and pieces from the overall audit first.
Breaking Down The Messaging Strategy By Audience
Next, we re-evaluated the motivations for each builder segment. Then, we created a messaging map that would help us craft new, more relevant messaging.
Bringing The Audit To Life
Below, you’ll see the result of the audit including a refresh of their initial “Welcome Stream” that was designed to educate users on all the benefits of LG Pro Builder and push them to connect with a rep. In addition to aligning to modern best practices, the emails were redesigned to follow the brand guide. I even pushed to use new AI generated imagery in a few spots at their image library did not feature any imagery that showed the target audience. You’ll also see a few other emails crafted for a Home Depot partnership, re-activations, and more.
