New Era Cap
Direct Marketing Strategy
As part of the initial growth project for New Era Cap, as Lead Designer I embarked on a journey to optimise direct marketing and email strategies.
Based on data insights (to understand user behaviour and email campaign performance, metrics such as click-through rates, conversion rates, and bounce rates) competitive analysis (competitors email capture strategies, the placement of CTAs, and how they engage users through email marketing), heatmap analysis (reveal where users were clicking, moving, and scrolling on the website, helping identify areas of interest and user engagement as well as potential pain points) which help reach the goal to enhance user engagement by addressing issues with the placement of the email capture CTA and creating a more dynamic and effective email capture process.
Challenges & Solutions
I identified critical challenges in New Era Cap's email approach: CTAs buried at page bottom (virtually invisible on mobile) and passive elements failing to drive engagement. My solution transformed their strategy through strategic timing and active connection to product interest.
I designed a comprehensive system balancing value exchange with direct engagement through precisely timed prompts at key moments in the customer journey—initial exploration, periods of active interest, and moments of inactivity. Rather than complex campaigns, I showcased best-selling items as relationship entry points, creating meaningful interactions at optimal moments while respecting the user's experience.
This approach established a sustainable foundation for ongoing engagement instead of temporary promotional pushes, strengthening New Era's relationship with their audience while systematically building their customer database.
Implementation
I created a strategic timed pop-up solution appearing after 8 seconds of inactivity, offering subscription opportunities and triggering an automated welcome email series. This addressed the fundamental CTA placement issue while creating momentum for ongoing engagement.
The welcome email sequence was carefully orchestrated to build authentic connections without overwhelming users:
Brand Building: Establishing initial connection
Emotional Connection: Sharing the New Era story
Lifestyle Aspiration: Introducing soft-sell opportunities
Product Focus: Showcasing top styles, teams, and colors
My data-driven approach transformed New Era's email marketing strategy from passive collection to active engagement. Rather than promoting fleeting trends or discounts, I created a system helping customers discover products that genuinely meet their needs—resulting in stronger relationships and increased conversions.
