Ulta Beauty • Interactive email campaign
Role: *Develop *Design
The goal of this campaign was to deepen our understanding of customers shopping habits while also enhancing their engagement and knowledge. This was achieved by integrating personalized and interactive content into one of Ulta's recurring promotional email initiatives.
Round one
This campaign began with the hopes to gain better insight into our customers shopping habits. Once data was analyzed, it would be used to create a more personalized promotional email.
The first iteration, I wanted to utilize information we already knew about the customer to draw them into the email. Each guest would receive a different headline and products based on their most shopped category.
Below the fold, I created an interactive poll with questions from our loyalty team that are both fun for the guest (who wouldn’t want to think about what they would do with unlimited funds from Ulta?) and informative for our team.
Overall, I wanted to keep the design as similar to the current email to keep the experience familiar and hopefully gauging how customers interact with this email.
Business as usual
New test
Second round
After we analyzed the data received from our first send, the loyalty team determined they would like to expand upon this concept and add in some educational information on what Ulta offers. On this iteration, I had the opportunity to redesign parts email and also work with new-to-me interactive functions.
Below are some explorations of the hero and coupon as well as the final gif.
Challenges
This campaign was the first time I utilized Salesforce email forms. This was a huge learning for me, but I love to design within rules for it was a fun challenge.
One challenge was designing so that each section of the form fit nicely in the same dimensions.
Every piece of the survey was intentionally designed, from the hover and clicked states of each question to the fall back that would show in email clients that do not support Salesforce forms.
Results
After designing and building the initial framework, I collaborated closely with cross-functional teams to make the content dynamic for an A/B test. I also took an active role in proofing to ensure accuracy and consistency before this was schedule for final send.
The campaign was highly successful, revealing that our customers were eager to learn more about Ulta's offerings and were enthusiastic about sharing their feedback. These insights not only validated our approach but also paved the way for more personalized and interactive future campaigns.