NEW YEAR, NEW INBOX

PRODUCT
iOS

ROLES
UX writer
Copywriter
Project manager

TOOL
Adobe XD

Edison Mail is an independent email app used by millions worldwide to manage multiple email accounts in one place. During my time at Edison, I worked cross-functionally with the design and engineering teams to create UX copy and campaigns that promoted the usage of new and existing features.

I led this project from start to finish and it resulted in 1,500+ additional downloads of Edison Mail.

CHALLENGE

What is a campaign we can run in order to increase usage of one-tap unsubscribe?

SOLUTION

Create a timely in-app event that links the new year with the concept of “cleaning house” (i.e. new year, new inbox)

WHAT I DID

  • Introduced the idea and planned the campaign from start to finish

  • Project managed the deadlines of all deliverables across departments

  • Drafted copy and worked with design to plan the in-app flow

  • Provided feedback on designs

  • Worked with the engineering team to time our release with an app update

  • Alerted our Apple partner about our upcoming launch

THE PROCESS

There were two facts I had in mind before coming up with the idea for this project:

  1. Our Apple contact informed us numerous times that Apple wanted to highlight apps that used features such as in-app events

  2. The more users utilized features like one-tap unsubscribe and delete, the stickier they became

In light of these facts, creating a timely in-app event that linked the new year with “cleaning house” (i.e. new year, new inbox) seemed like a no brainer.

I began by doing some research into other in-app event campaigns other apps had produced. Then after getting everyone on board with the idea, I planned out the timeline and deliverables we needed to have this project go live by the new year. I drafted copy, ideated on image ideas with design as well as in-app flow, kept engineering up to date on timing, and sent our plan to our Apple contact.

Flow mocks

Pop-up mocks

THE END RESULT

This ended up being an incredibly successful campaign, leading to:

  • An in-app event that ran for 16 days in the App Store, resulting in 1,500+ additional downloads

  • 6,393,626 emails (or a 685% increase) unsubscribed from within 16 days

  • 231,842 uses of our Delete All feature (or a 557% increase) within 16 days

  • A long coveted feature highlight on the App Store

The in-app event

In-app pop-ups