MIT-AI Email Campaign
The Challenge
MIT's AI short course is one of 2U's most profitable offerings, but we were losing potential students during our email journey, which had not been updated in many years. This drop in engagement was affecting conversion and registrations. Brand strategy asked my team to make a plan to rethink our messaging and creative.
These emails needed to:
- Accommodate a lot of content.
- Remain clean and readable.
- Stay true to MIT's branding.
- Use a scalable design system.
The Solution
We took a holistic approach to this new email journey, exploring new messaging, a new look, and a new module design. We maintained MIT's branding, but modernized it to feel fresh and airy despite the need for a lot of copy. We created a modular design system that is malleable and scalable, so we can easily test future ideas while building similar journeys for other brands across the portfolio.
My role: creative strategy, creative direction
Bounceback email with high-level course information in clean, light text modules.
Email #2 begins with a letter from MIT's student support team followed by top reasons professionals choose the course.
Email #3 explores how students in the MIT course are supported and nurtured throughout their learning experience.
Email #4 digs into the field of AI and why it's more important than ever for professionals to upskill to stay ahead.
Bounceback email with high-level course information in clean, light text modules.
Email #2 begins with a letter from MIT's student support team followed by top reasons professionals choose the course.
Email #3 explores how students in the MIT course are supported and nurtured throughout their learning experience.
Email #4 digs into the field of AI and why it's more important than ever for professionals to upskill to stay ahead.
Email #5 is an FAQ. The hero is an animated GIF that mimics the experience of asking a question in a generative AI.
Email #6 explores a key feature of the course: topical case studies from real companies.
Email #7 discusses live classes and real support from MIT faculty.
Email #8, the final email in the journey, introduces faculty members as well as networking with course graduates.
Email #5 is an FAQ. The hero is an animated GIF that mimics the experience of asking a question in a generative AI.
Email #6 explores a key feature of the course: topical case studies from real companies.
Email #7 discusses live classes and real support from MIT faculty.
Email #8, the final email in the journey, introduces faculty members as well as networking with course graduates.