Starlight Homes is an Ashton Woods' brand that provides affordable housing for entry-level home buyers. They work to provide a quality investment to their home buyers who are most of the time previously renting. Since they're headquartered in Georgia, they needed one of the top Atlanta digital agencies to work on their brand. They chose us.
As an experience design agency, we knew that their email campaign needed to be designed with difference audiences in mind. In an effort to understand how people are interacting with the brand and generate more data about users by understanding their path and touch points, DEFINITION 6 designed and wrote Starlight Homes’ full funnel marketing automation email templates. This included designing and creating content for 20 email templates that were utilized across 3 different drips - for three different audience types.
As an Atlanta CRM agency, we were able to efficiently design to where the emails were modular and could re-purpose components throughout three drips: The Lead Drip targeted potential homebuyers who had filled out a form on the website or on social; the Opportunity Drip targeted potential homebuyers who had visited a community; and the Contract Drip targeted homebuyers who have signed a contract but have not closed yet.
Knowing CTR was one of the most important objectives of this initiative, DEFINITION 6 identified creative ways to incentivize clicks, such as including play buttons over static imagery to link to a video on the site, arrows on either side of images to show that there are more images to view after click through, and more.
The implementation was a success, and one of the most compelling results that came out of it was how much email showed up in Starlight’s opportunity attribution. Previously a non-existent marketing channel, email now takes up nearly half of all touch points on any given opportunity.