Lifecycle marketing at Yummly

Over the years in this role, I saw Yummly through many changes. Within the first year, I’d worked on marketing emails to launch a brand new physical kitchen product, in addition to contributing strategic insights to kick off a subscription model for the digital platform. Meanwhile, I also maintained the traffic-driving email program, developed the first in-app messages for engaging users with features, and upheld the customer journey in collaborations with the product, content, and design teams.

Continue to see writing samples, layout design, and template testing.

August 2020 - March 2023

Engagement-boosting, branded content design

Conversational, friendly, and helpful — setting the tone of voice for the Yummly brand persona:

Screenshot of the automatic welcome email sent to new sign-ups to drive website and app engagement
Screenshot of the automatic welcome email sent to new sign-ups to drive website and app engagement
Screenshot of product marketing email for a new app feature
Screenshot of product marketing email for a new app feature

Click-worthy editorial email content and design

Image of a marketing email promoting an easy fettuccine Alfredo recipe
Image of a marketing email promoting an easy fettuccine Alfredo recipe
Image of a marketing email all about soup recipes to make for dinner
Image of a marketing email all about soup recipes to make for dinner

Drop the email subject lines down to see top converting copy:

  • [preheader]
    5, 4, 3, 2, 1 … eat!

    [headline]
    5-Ingredient Five-orites

    [subheadline]
    Keep dinner simple with these five-ingredient dishes.

  • [preheader]
    Recipes to set and forget

    [headline]
    Slow Cooker Recipes

    [subheadline]
    Fall is the time to pull your slow cooker out of hibernation and get crock-ing on these easy recipes.

  • [preheader]
    Your oven’s favorite dish

    [headline]
    Casserole Recipes

    [subheadline]
    If the cold weather’s got you craving cozy comforts, casseroll on over and try these recipes.

  • [preheader]
    Oh the (healthy) things your slow cooker can do!

    [headline]
    Lighter Slow Cooker

    [subheadline]
    Recipes for when the season calls for cozy comforts, but you've got to get resolution-ready! 

  • [preheader]
    Our most popular chicken breast recipes

    [headline]
    Your Top 25 Chicken Breast Recipes

    [body]
    We've been keeping abreast of the choices Yummly home cooks make, and … Whether we’re talking search, save, or serve — the power of poultry stands out. From the ever-popular melt-in-your-mouth baked chicken to an easy shredded chicken breast hack, these are the 25 chicken recipes you chick out the most.

  • [preheader]
    Cram your freezer and get ahead of crammed schedules

    [headline]
    Weeknight Win: Half-Hour Freezer Meals

    [body]
    How does this busy mom and blogger make her average-sized refrigerator freezer work weeknight wonders? From organization and stocking tips to quick and easy recipes, learn how to turn your freezer into a treasure trove of dinner solutions.

Testing the template design of editorial emails

With new goal of increasing email send frequency and evolving branding across platform, we sought to update email UI elements without negatively affecting engagement rates.

Control:

Variation: