UX Writing Invoice Home
Transactional email content design for a billing and invoicing app.
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Invoice Home needed to renew automated emails sent during various points of the user journey.
Monthly Report rework
Context
Invoice Home users weren’t understanding the monthly report email and often thought it was an invoice saying they either 1) owed money to Invoice Home or 2) were owed money and could collect it from Invoice Home.
Also, many users who received the report forgot they had created an account, so we needed to add the user account type (free or paid) and the account email address. Lastly, our small support team received an excessively high volume of emails from angry and confused users at the beginning of the month and wanted to reduce this inbox number for their sanity.
Before
Challenge
Help users understand the “Monthly Report” email better and reduce the emails the customer support team receives at the beginning of the month.
➼ Users found the table and email text confusing and were panicked, frustrated, and angry.
➼ Support received upwards of 1500 emails at the beginning of the month, mostly from users upset about the email and asking to unsubscribe.
➼ While the steps at the end of the email are correct, it’s a large block of text that could cause users to become overwhelmed. Also, users seemed to ignore this section, especially after first seeing the table with money amounts and the words “billed” and “received.”
How I helped
Collaborated with the marketing team and CEO to identify goals and test copy ideas for feedback.
Researched monthly email report trends and compiled notes of common design patterns and themes.
Developed multiple versions of copy for monthly testing; went through 2 iterations before coming up with the final version
Collaborated with a developer colleague to implement version
Created a banner image with the lead graphic designer for aesthetic purposes. Later, we decided to keep the email in text format to ensure increased deliverability rate.
After
Solution
Using UX writing best practices for transactional emails, create a new monthly report email using clear language without confusing or panicking users.
➼ Added a clear email header/title.
➼ Added the period of the report under the header to save on word count and space.
➼ Removed the “Dear User” greeting because Invoice Home didn’t collect first names and couldn’t personalize this greeting.
➼ Explained why the user received the email and what type of account the user had (i.e. free account) to lessen user confusion or worry.
➼ Added emojis to reduce the formality of this email and convey a sense of friendliness, Invoice Home spirit, and community.
Process
Monthly report email research > Iterate copy > Collaborate with developers > Test 3 versions > Implement final version
Results
Reduced first-of-the-month emails to Support by 77%, from around 1,500+ at the beginning of each month to an average of 345.
The decrease in emails showed users were less confused and improved user experience for this transaction email.
My role
Lead writer, customer support lead
Review Request Email
Invoice Home needed to gently encourage Android users to leave a review in the Google Play Store. To do this, we first asked users for an in-app rating after they completed a certain amount of account activity. If they left an in-app rating of 4 stars or higher, a trigger email would be sent to the user asking them to leave a Google Play review.
final version
Challenge
Keep the email as simple and straightforward as possible with the goal of achieving more ratings in the Google Play Store.
Solution
Create a simple review request email using clear language with a dash of gratitude that provided users a quick way to leave a quick Google Play review.
How I helped
Researched review request email examples
Developed 2 versions before coming up with the final version
Discussed versions with the marketing team and CEO to test copy ideas for feedback
Wrote several email subject lines, and the team agreed on this one: “Sending a B-I-G Thank You!!” which they felt grabbed attention and showed appreciation
Collaborated with the developer team to implement the final version
Created a banner image for the email header for aesthetic purposes, but we decided to keep the email in text format to ensure deliverability
Process
Review request email research > Write copy > Test
Results
Improved review acquisition and increased 4 and 5-star reviews on the Google Play Store.
My role
Lead writer, marketer