SUMMARY
While working at Lyft our team created a process for designing and conducting experiments to optimize and improve the results of the growth marketing teams targeted areas. One of the areas that our team focused on was improving the driver experience and targeting driver emails.
THE GROWTH MARKETING TEAM
- Creative Director
- Art Director
- Senior Visual Designer (me)
- Senior Copywriter
- Project Manager
TARGET AREA
Driver email engagement was low. Emails lacked the incentive to open, and didn’t provide crucial drive time information that could optimize the driver’s hourly rate.
GOAL
Create emails that drive open rates through A, B, testing. Work through tests that offer optimization of driver’s hourly rates versus promotions to drive. Design to see if lifestyle or illustration lifted open and click rates. Test emails and capture data to see what design and copy combinations received the most open and click rates. Use the data collected to create higher-performing emails that increase driver turnout and engagement.
RESEARCH
Our team collected the data and we observed a rise in click rates. The team optimized the most engaging subject lines, headlines, isometric header illustrations, promotional copy, icon support, and email UX to lock in a standard system for increasing driver engagement for Lyft’s email marketing. We drove email open rates and improved the driver experience by showing rider demand data and when to drive. We also offered promotions around those times and boosted driver turnout versus our previous year’s data.
Nicholas Olmsted 