Lifecycle Marketing

So Last Year Reactivation Campaign


Company: Booksy

Role: Content Lead, Copywriter
Collaborators: Design, Lifecycle Marketing

CHALLENGE: New Year’s is a time when business owners are open to fresh starts. Booksy wanted to leverage the season to motivate lapsed users to try the platform again. A tough segment to activate, with little time.

STRATEGY

  • Seize the moment. I adapted this concept from existing UGC videos. This helped the team ship quickly, maximize seasonality & maintain brand consistency across channels. 
  • Speak their language. Speaking to the challenges of each category, I developed open-worthy hooks and subject lines: Texting clients back and forth? So last year 💅
  • Use real voices. With this user segment, the brand speaking “at” them wouldn’t cut it. Instead, the featured brand ambassadors addressed their challenges in first person.

IMPACT: The campaign delivered impressive results – higher conversion rates and total activations than prior efforts. The activations had minimal churn, showing the power of right time + right message + right audience.

Increase New User Signups


Company: Booksy

Role: Copywriter
Collaborators: Lifecycle Marketing

CHALLENGE: A segment of new Booksy users drop off during signup process. Create a short email series encouraging them to finish setting up their account and start a trial.

STRATEGY

  • Leverage FOMO… Give the audience a taste of the benefits they would have access to on the platform.
  • …But don’t give it all away. Stick to concise subject lines and pre-headers to entice the user to find out more.
  • Get them to the next step. These users had already shown interest, so need to bombard them with every feature. Focus on one key value prop per email.

IMPACT: On the high end, this email series achieved a 146% above average OR and 5000% above average CTOR.

This subject line + preheader combo had a 64% OR
Top-performing email of the series with 31% OR and 13% CTOR