The problem

Visible was moving to a new network. The needed 520k current members to log in and pick a new plan (and for some, a new phone) to join it. Anyone who didn’t move = lost revenue.

Our solution

We created a step-up urgency strategy that took the form of a series of audience-tailored emails, SMS, and voice alerts to make it feel easy (and urgent!) to take action.

We tested a range of email designs, which included testing the effect of color choice, visual style, copywriting, and content. The better performing styles were taken through to the next round of emails being sent out. We found that the choice of color and messaging at the top of the email played in important role in communicating the urgency of the ask, shown in click-through rates and ultimately customer retention.

My role: Visual designer

The results

The campaign exceeded expectations, migrating nearly the entire audience to the upgraded network before the old network shutdown. 507k of the original 520k customers migrated to the network.

= 95% conversion rate