SYNOPSIS
I helped coordinate and launch a hydration brand’s first email strategy - including their website popup, welcome series and launch campaign emails - to go alongside their product and website release.
BACKGROUND
MXXY is the future of hydration technology for outdoor adventurers - and beyond. MXXY is revolutionizing access to high-level hydration via its intuitive design that holds adjustable dual reservoirs of water and supplements. Their tech is available in a pack, vest or hydration system, meaning your hydration is accessible in whatever your current setup is.
I was hired to help set up MXXY’s first email infrastructure in Klaviyo via setting up campaigns, customer lists, a welcome series flow, custom templates, and supporting a mentor with designing and launching their debut email campaign and website popup to go alongside the brand’s website launch. Fresh off a Kickstarter campaign, their website and product were ready to launch, so it was my job to create the infrastructure to get the message out to their prospective clients and bring in sales and traffic.
The original email and popup designs were made in Figma. Leadership wanted us to build these emails with interactive elements in Klaviyo so they could edit these templates directly for future emails. Because of this, we re-created the text and product display sections in Klaviyo’s editor from the Figma prototypes.
RESPONSIBILITIES
My responsibilities included:
Support in building out email and popup designs in Figma
Re-creating Figma designs in Klaviyo
Custom template set up for future email releases
Email capture widget set up
Welcome series flow setup
Coordinating launch of first email campaigns alongside website release
EMAIL AND SMS POPUP
Goal: To bring in email and SMS signups with a design that spoke to our core audience of outdoor adventurers, plus a good deal to incentivize them to submit their info. I specifically pushed for adding SMS, as I believe curated and respectful SMS marketing is a key field of direct marketing that I began testing with another company to great success.
WELCOME SERIES
Goal: To introduce new users to the brand and founder story while directly showcasing the products as our crown jewel.
Title: Welcome to MXXY.
Subtitle: Let’s adventure together.
LAUNCH CAMPAIGN
Email 2 Goal: To push all prospective users to the website with a beautiful promotional email featuring both the products and a deal to take advantage of the launch.
Title: The future of hydration is here
Subtitle: Introducing Flexx. Save 15% thru October 25.
