Creative Direction: Bestow Lifecycle Marketing
In my interview, I asked my VP of Brand at Bestow, what is one thing you would want me to tackle in the role. I’m paraphrasing, but her response: Fix our emails. And I did.
A path to better emails
Audit what you got. Keep what works. Fix what doesn’t.
1.
THIS IS NOT MY WORK
Bestow’s previous emails were in old branding with a fairly monochromatic palette* and simple icons. The biggest area of opportunity for these emails was to bring some life into them (excuse the pun). I led a brainstorm with our content team to ask ourselves the following:
What would an applicant want to know before purchasing Life Insurance? What anxieties would they have? Why are they buying it? What is stopping them?
2.
Disclaimer:
*Don’t get me wrong I obviously love a monochromatic palette, but this one read a little drab.