Email Template Refresh
Wondering how a test prep company tries to make their content interesting through emails? I was tasked with figuring that out. Helping to transition Kaplan’s old email templates to our new brand, I had the opportunity to work with the email marketing team, developer, copywriter and creative director to develop the brand guidelines and templates that are currently still being used.
Many of these templates are to help:
Create a new design and copy email guidelines for the creative marketing team to use
Increase revenue and engagement
Develop assets for A/B tests to improve current templates and segmentation
Company
Kaplan Test Prep
Project
Email template refresh
Contributors
Design:
Melissa Nanquil
Copywriter:
Brianna Pennella
BEFORE & AFTER
Original Free Online MCAT Events Email
Rebranded Free Online MCAT Events Email
Original Content Email
Rebranded Content Email
current emails
Content email series refresh sent out to leads for engagement for Kaplan Test Prep’s blog
Main test and goal:
Increase conversion by adding promotional language to the bottom of emails when appropriate
Incorporate and refresh overall look of the new brand in to the emails
By segmenting the emails being sent to different leads (for example, parents vs. students for SAT and ACT emails)- create different designs to track what works for incorporating product imagery/colors vs having all text emails
Kaplan Test Prep’s “New Normal” Online Learning Campaign
Main goal:
Increase conversion and awareness for the company’s learning product suites across all pre-college and graduate tests during the COVID pandemic
Incorporate campaign specs and new brand assets in to the emails