Prepped, primed, and tested
Monica is a veterinarian who specializes in senior pet care. Her and her team support the parents of elderly pets, helping them navigate the array of issues that arise as they age.
Monica was gearing up to launch a new course for pet parents wanting to go the extra mile for their aging companions.
She came to me wanting…
- To tidy up the existing landing page for the course
- A 3 piece email series to nurture waitlisted customers
- Support in figuring out the tech, timing and flow
“Thanks for working so hard on this!! You’re the best!!-Monica
First, we cleaned up the landing page
The landing page for the course already existed, but it needed some TLC. So we cleaned up the design, making sure it was easy to both understand and sign up for.
This page was hosted on Wix – a platform I love, but that can look messy if not done right – so I kept the design simple and straightforward. The revised landing page was clean, spacious, on-brand, and (most importantly) CLEAR!
Then, we wrote the emails
The idea was that, after joining the waitlist, pet parents would be nurtured and primed for the course launch with a 3 piece email sequence.
Here’s a sample of email #1:
I helped brainstorm the content then wrote all 3 emails, designed them beautifully, and automated them to send.
Their subscriber list had several different segments, each needing slightly different messaging at different times – so we did plenty of testing to make sure everything dripped correctly.
How I handled a sticky human moment…
While working under the hood I made a whoopsie that required a prompt and proactive response.
I accidentally sent a very unfinished email to their entire email list. Yikes!
How I handled it: I immediately drafted a follow up email, infused with some levity (and my favorite Jennifer Lawrence gif), acknowledging what happened and taking full responsibility for the mistake.
I then reached out to the Senior Dog team letting them know what happened and sharing the draft. They approved it, and we sent it out immediately.
All in all, the sky did not fall. The swift and light response was appreciated, and we got back to work on what was ultimately a delightfully high converting and smooth course launch!
To put a bow on things, I hosted a live training session to help Monica learn the ins-and-outs of the new system, and sent her off with a series of short-and-sweet training videos for her to refer back to / share with other team members.
“Your final email with all the links and stuff is amazing!! 😍”-Monica