The brief:

Write an email campaign that empowers people to finish their will, and test if a time-sensitive 20% discount improves conversion.

The process:

I started by thinking about the people opening these emails. They signed up to write a will with Farewill, but never got around to finishing it. Maybe they got stuck. Maybe they found it a bit depressing. Or maybe it just didn’t seem important enough at the time.

Then I made a plan for what each email needed to communicate:

• Email 1 should empower them to finish their will, remind them why it’s important and make Farewill feel like the best option

• Email 2 should address objections people may have, like not understanding what they’re paying for or worrying that they’ll change their mind later

• Email 3 should highlight positive reviews and show that it’s a relief to get your will out of the way

I then wrote the emails for the campaign and created alternate subject lines and content blocks for the test variant (including the 20% discount).

The results:

1. The campaign encouraged 160+ people to come back and finish their will.

2. There was an 84% uplift in conversion with the discount code, giving a clear learning for future campaigns.