Onboarding Emails | USA Today Co.

To enhance the subscriber onboarding experience, Lifecycle Creative partnered with Engagement Marketing to revise the email journeys for USA Today and local publications. The new approach was more cohesive, direct and informative, boosting subscriber participation by 300 % and enabling more effective future testing.

As a supporting initiative, the team also spearheaded a large-scale refinement of the email process partnering with developers to improve quality control, templates, and tools. These updates were later applied to the launch journey for USA Today’s game platform, Play.

As Creative Director, I led cross-functional direction for art, UI/UX, copy, and process change management across creative, marketing, development, and operations. Each customer journey consisted of an average of six emails.

Senior Creative Director (Play): Steph Chung | Creative Director: Jennifer Stone | Art Directors: Jill Sanders, Carlos Herrara, Matt Lewis | Designers: Pia Wuerfel, Zac Mathre, Ollya Andreeva, Mikhail Svetov | Brand Art Director (Play): Naya Cheyenne