Bing | Pending State Email Program

My Role: Creative Direction, Copy, Content Strategy, User Research, Test Development, Stakeholder Management and presentation

Overview: Bing needed help engaging new customers (small- to mid-sized business owners) who created an account but had yet to set up a campaign or enter a payment method. My task was to convince them to “push the button” and run a campaign.

Action:

First, we conducted research to understand the hurdles that kept this customer segment from advertising, which included:

• They didn’t realize the benefits of adding a Bing Ads campaign to their efforts.

• They thought setting up a campaign was too difficult.

• They had concerns about not being in control of the cost.

I wireframed an email template and wrote a series of primary, secondary, and tertiary content tiles. This dynamic approach allowed us to quickly customize, test, and optimize emails.

We used existing content and created new content to highlight the benefits and ease of running Bing Ads campaigns.

I developed a testing strategy for content, subject line, and preheader performance.

Results: (I don’t have the final numbers, sorry.)

Open rates and email engagement improved dramatically.

Bing saw a significant uptick in campaign activation.

My templated design and our easy-to-optimize content tile approach became the foundation for future programs.