In feedback, plan sponsors expressed annoyance with the quantity of emails they received & confusion about what & if action was needed. Previous communications featured dense copy & no consistent pattern for communicating between informative or actionable messaging.

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Here are some strategies I employed for new emails based on this feedback:

• Adding “Action required:” to the beginning of the subject line for the call to action emails
• Utilizing direct copy & instructions without unnecessary over-explanation
• Employing conversational language to promote engagement & provide clarity

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A limitation with AMP emails was that we couldn’t add a deep link (one that would jump the user to the exact page in the experience where they could take action). This was also leading to confusion as past emails featured a button with a “Get started” CTA that would land them to the login page and then dashboard. Users would then need to reference the email or call the client services team to get further instruction.

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To address this, I formatted the directions as a bulleted list with a link to the plan sponsor website, so that it’s more clear where they’ll land & they’re less likely to overlook the instructions. I also conferred with other content strategists on my team on this approach to ensure alignment for communications going out to plan sponsors, participants, etc.

In feedback, plan sponsors expressed annoyance with the quantity of emails they received & confusion about what & if action was needed. Previous communications featured dense copy & no consistent pattern for communicating between informative or actionable messaging.

​

Here are some strategies I employed for new emails based on this feedback:

• Adding “Action required:” to the beginning of the subject line for the call to action emails
• Utilizing direct copy & instructions without unnecessary over-explanation
• Employing conversational language to promote engagement & provide clarity

​

A limitation with AMP emails was that we couldn’t add a deep link (one that would jump the user to the exact page in the experience where they could take action). This was also leading to confusion as past emails featured a button with a “Get started” CTA that would land them to the login page and then dashboard. Users would then need to reference the email or call the client services team to get further instruction.

​

To address this, I formatted the directions as a bulleted list with a link to the plan sponsor website, so that it’s more clear where they’ll land & they’re less likely to overlook the instructions. I also conferred with other content strategists on my team on this approach to ensure alignment for communications going out to plan sponsors, participants, etc.

In feedback, plan sponsors expressed annoyance with the quantity of emails they received & confusion about what & if action was needed. Previous communications featured dense copy & no consistent pattern for communicating between informative or actionable messaging.

​

Here are some strategies I employed for new emails based on this feedback:

• Adding “Action required:” to the beginning of the subject line for the call to action emails
• Utilizing direct copy & instructions without unnecessary over-explanation
• Employing conversational language to promote engagement & provide clarity

​

A limitation with AMP emails was that we couldn’t add a deep link (one that would jump the user to the exact page in the experience where they could take action). This was also leading to confusion as past emails featured a button with a “Get started” CTA that would land them to the login page and then dashboard. Users would then need to reference the email or call the client services team to get further instruction.

​

To address this, I formatted the directions as a bulleted list with a link to the plan sponsor website, so that it’s more clear where they’ll land & they’re less likely to overlook the instructions. I also conferred with other content strategists on my team on this approach to ensure alignment for communications going out to plan sponsors, participants, etc.