OVERVIEW
This email for 23andMe, a popular genetic testing company, was created to help them reengage customers who put an item in their cart, but left without purchasing.
Role: Content strategy, copywriting email design and development
OBJECTIVE
This email was designed with two key strategies in mind, reengagement and reassurance. The concern was that carts were getting abandoned because this was a fairly new product at the time which can make people uncomfortable. So at the top of the email I showcase a large test kit image showing off their beautiful new package design. And underneath is where a comforting reassurance about the process and their commitment to privacy and safety.
This email was designed with two key strategies in mind, reengagement and reassurance. The concern was that carts were getting abandoned because this was a fairly new product at the time which can make people uncomfortable. So at the top of the email I showcase a large test kit image showing off their beautiful new package design. And underneath is where a comforting reassurance about the process and their commitment to privacy and safety.
