The Great PayPal Checkout Contest
Task
Create a delightful servicing email for the winners of the sweepstakes that flexes PayPal’s new voice and tone, while adhering to Financial Industry Regulatory Authority (FINRA) constraints.
The Challenge
My product and marketing partners asked for an email that included everything a winning user needed to know about receiving their cash reward.
Within about 2 weeks, I would need to create a strategy, write the email, and get approvals from legal, marketing, and engineering stakeholders to ensure a prompt handoff.
My Thought Process
I reviewed past contest email metrics to get an idea of what worked and what didn’t. From the data, I found that many people were skeptical of emails claiming they had won cash. I also found that past contest winners didn’t comprehend what action to take next. When I created my content strategy, I made sure to address these important points.
I also worked with my product, marketing, and engineering partners to determine where the CTA button should go and what was technically feasible. I wanted to ensure that the user would understand the next best action to take.
The Outcome
The final version of the email was approved by our strict legal team with no changes. The product and marketing teams were so happy with this email that they decided to templatize it for future contest winner emails. I received a shoutout from the VP of design in a company-wide email blast and a PayPal props award.
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