The Drift
Email Newsletter Template
About the Project
For this project, I developed five strategic email templates designed to guide potential customers through the buying funnel for a rafting company. Each email targets a specific stage of the customer journey—from awareness to conversion—using compelling content and clear calls to action. The goal was to build engagement, nurture interest, and ultimately drive bookings. These emails are tailored to resonate with adventure-seekers and highlight the unique experiences the company offers.
The Result
Although the email campaigns were not deployed, the research and strategic planning phase provided valuable insights. The customer journey mapping and funnel analysis helped us develop a clear, data-driven framework for future email marketing efforts.
We identified key content themes and optimized email flows that would effectively guide customers through each stage of the funnel. These findings have positioned us to execute a highly targeted and impactful email strategy when ready for launch.
The Process
Market Research
MARKET RESEARCH
Time was spent comparing other brands' approaches to the buying funnel and which emails they sent out after we subscribed to their email list.
We conducted research to map the customer journey and identify key touchpoints in the marketing funnel. This insight helped us create five targeted emails, each designed to address a specific stage—from awareness to loyalty—guiding customers toward a purchase and encouraging long-term advocacy.
Version 1
V1
An email was created for each of the steps in the buying funnel; awareness, consideration, conversion, loyalty and advocacy.
Final Delivery
FINAL DELIVERY
V1 had too much text and needed to be shortened. A coupon was added to the "loyalty" email.
