Maura Kang
© Maura Kang

WONDERFIL SPECIALTY THREADS


DIGITAL MARKETING

NEWSLETTER EMAILS


Engaging B2B and B2C customers with scheduled emails sent from MailChimp.

After A/B testing several different email campaigns, I discovered that WonderFil customers prefer longer, text-heavy educational content. These emails consistently result in a higher click rate and a 6% increase in sales compared to the shorter versions.


While I would still send occasional shorter retail-focused emails, I prioritized longer, education-centered emails that talked about what set WonderFil products apart from competitors, how to use them, and when to choose them.

— PROJECT

Marketing Emails


— ROLE

Layout & Design

Copywriting

Promotions Planning

Scheduling

Below is a sampling of email campaigns that would be sent throughout the week to WonderFil’s various end user and wholesale customer email lists. A few are from the longer educational newsletters while others are for promotions and special events.


Layouts, buttons, and font style templates made it easy for other team members to take over email content as necessary.

Email Marketing Redesign

Before taking over the email campaigns, I inherited email template designs from a previous designer. The old email templates were designed for desktop only, however 40% or more emails are opened on mobile devices. To better track customer data and improve open rates, I made a number of changes:


1. Transitioned the email lists from Constant Contact to MailChimp which had more advanced features in comparison.

2. Redesigned email templates to be responsive for all device sizes.

3. Designed new emails to fall in line with new brand standards.


These combined changes improved open rates from an average of 10% to an average of 25%.

CTA Button Redesign:

We occasionally received complaints from customers about not being able to find the CTA button.

After reviewing the original button template, I concluded that the CTA did not read as a button because:

1. It was larger than how clickable buttons are usually sized.

2. The image was too chaotic as a background for text.

3. The button did not have a clear message.


With this information in mind, I redesigned the button template to address these specific issues and make it look more like a CTA is expected to look. These changes completely eliminated click-through complaints.

SOCIAL MEDIA


Writing and creating engaging posts for Instagram and videos for the WonderFil YouTube channel.

— PROJECT

Instagram Account


— ROLE

Art Direction

Illustrations

Photography

When I took over the WonderFil Instagram account, it had only 300 followers. I was responsible for its revival, including making playful and educational posts, creating original memes, and holding contests.


The account has now grown to over 20,000 followers.

Side-scrolling post that reveals the whole image.

Instagram stories templates for another member of the team to efficiently create posts.

— PROJECT

YouTube Channel


— ROLE

Script Writing

Voice Overs

Directing

Project Creation

The WonderFil YouTube channel has been a way to fulfill the company's goal of thread education by offering free resources to new and current customers.


I was responsible for writing and directing the videos, including voice overs and creating projects to feature in them.

Because this type of video requires insider's knowledge, I was also responsible for accurately researching the content that went into each one. Video capture and editing was performed by other teammates that I oversaw.


The channel has organically grown to over 30,000 subscribers and has become an additional revenue source for WonderFil.

Responsible for: script writing, directing, pattern drafting, research.

Responsible for: script writing, voice over, directing, research.