The Problem
Users were signing up for SimpliSafe's email marketing but not converting. Despite being offered discounts, users were not making the purchase, resulting in our mailing list growing without driving revenue.
The Audience
Users who had interest in buying a SimpliSafe system and signed up to receive email marketing but had not made a purchase.
The Insight
Despite their initial interest, something was blocking users from making the transition from prospective client to dedicated member. When selecting a home security system, users consider the quality of the technology, response rate of monitoring services, and ease of customer service. In addition, users lack confidence when selecting the right package for their home and often abandon the journey because they become overwhelmed by choices.
The Strategy
The goal was to create a multi-touch email series that answered common concerns for prospective buyers. The journey starts by building confidence in the brand then begins to offer clear actions and general education.
The Work
Throughout the series we reiterate SimpliSafe's accolades and reviews, building trust and loyalty to the brand. The information is broken into easy-to-digest chunks with clear hierarchy to guide the user to click.
