Firefly.org Welcome Series
The Brief
The founder of Firefly Conservation and Research (FC&R) said the website serves two missions: “To educate the public on threats to fireflies and how they can help; and to serve as a resource for scientists.” The goal here was to create a series of welcome emails for visitors who sign up for the newsletter.
I designed this email campaign as a personal project. I chose FC&R because I love watching fireflies and I'm impressed by this organization's mission to educate people about steps they can take to help these glowing beauties.
The Strategy
FC&R's audience can take different actions depending on their living situations. For instance, people with home gardens can focus on planting natives and keeping leaf litter around, which the fireflies depend on. People without their own yard could still contribute by documenting firefly sightings on citizen science apps or donating to conservation efforts.
My strategy is to add a survey to the welcome email that will help segment their audience into more targeted mailing lists. Because welcome emails tend to have high open rates, sending the survey in the first email should increase the survey response rate. Using data from the surveys, future messages can be more personally relevant to maximize engagement.
Firefly.org Welcome Series
The Brief
The founder of Firefly Conservation and Research (FC&R) said the website serves two missions: “To educate the public on threats to fireflies and how they can help; and to serve as a resource for scientists.” The goal here was to create a series of welcome emails for visitors who sign up for the newsletter.
I designed this email campaign as a personal project. I chose FC&R because I love watching fireflies and I'm impressed by this organization's mission to educate people about steps they can take to help these glowing beauties.
The Strategy
FC&R's audience can take different actions depending on their living situations. For instance, people with home gardens can focus on planting natives and keeping leaf litter around, which the fireflies depend on. People without their own yard could still contribute by documenting firefly sightings on citizen science apps or donating to conservation efforts.
My strategy is to add a survey to the welcome email that will help segment their audience into more targeted mailing lists. Because welcome emails tend to have high open rates, sending the survey in the first email should increase the survey response rate. Using data from the surveys, future messages can be more personally relevant to maximize engagement.
Firefly.org Welcome Series
The Brief
The founder of Firefly Conservation and Research (FC&R) said the website serves two missions: “To educate the public on threats to fireflies and how they can help; and to serve as a resource for scientists.” The goal here was to create a series of welcome emails for visitors who sign up for the newsletter.
I designed this email campaign as a personal project. I chose FC&R because I love watching fireflies and I'm impressed by this organization's mission to educate people about steps they can take to help these glowing beauties.
The Strategy
FC&R's audience can take different actions depending on their living situations. For instance, people with home gardens can focus on planting natives and keeping leaf litter around, which the fireflies depend on. People without their own yard could still contribute by documenting firefly sightings on citizen science apps or donating to conservation efforts.
My strategy is to add a survey to the welcome email that will help segment their audience into more targeted mailing lists. Because welcome emails tend to have high open rates, sending the survey in the first email should increase the survey response rate. Using data from the surveys, future messages can be more personally relevant to maximize engagement.
Email #1: Survey
Everyone gets the same welcome email. Once they fill out the survey we send them, they will get more personalized content moving forward.
Email #2: Tips for Home Gardens
If people respond to the survey from the first email and indicate they have their own yard, then this email gets sent next. It includes tips specifically for homeowners and encourages readers to share these tips with neighbors.
Color Palette
This color palette is inspired by Fireflies! I chose orange and yellow to mimic the color of their bodies and bioluminescent glows. The dark blues are like summer nights. I also designed this palette to stay visually consistent with Firefly.org so readers would have a consistent brand experience.
Tools Used
Email #1: Survey
Everyone gets the same welcome email. Once they fill out the survey we send them, they will get more personalized content moving forward.
Email #2: Tips for Home Gardens
If people respond to the survey from the first email and indicate they have their own yard, then this email gets sent next. It includes tips specifically for homeowners and encourages readers to share these tips with neighbors.
Email #1: Survey
Everyone gets the same welcome email. Once they fill out the survey we send them, they will get more personalized content moving forward.
Email #2: Tips for Home Gardens
If people respond to the survey from the first email and indicate they have their own yard, then this email gets sent next. It includes tips specifically for homeowners and encourages readers to share these tips with neighbors.
Email #1: Survey
Everyone gets the same welcome email. Once they fill out the survey we send them, they will get more personalized content moving forward.
Email #2: Tips for Home Gardens
If people respond to the survey from the first email and indicate they have their own yard, then this email gets sent next. It includes tips specifically for homeowners and encourages readers to share these tips with neighbors.