Welcome email for
new product users
Murf AI's most popular product, Murf Studio, lacked a welcome email. Studio is a tool where users can input text and get an AI voice output with a lot of customisability.
This email was important as it would be the first piece of communication a user receives after signing up, and a medium through which users could learn how to unlock the full potential of the product. I collaborated closely with a copywriter and a product marketing manager to bring this to life.
Murf AI's most popular product, Murf Studio, lacked a welcome email. Studio is a tool where users can input text and get an AI voice output with a lot of customisability.
This email was important as it would be the first piece of communication a user receives after signing up, and a medium through which users could learn how to unlock the full potential of the product. I collaborated closely with a copywriter and a product marketing manager to bring this to life.
Murf AI's most popular product, Murf Studio, lacked a welcome email. Studio is a tool where users can input text and get an AI voice output with a lot of customisability.
This email was important as it would be the first piece of communication a user receives after signing up, and a medium through which users could learn how to unlock the full potential of the product. I collaborated closely with a copywriter and a product marketing manager to bring this to life.
Who we're designing for
Murf's largest customer base consists of L&D teams from a variety of industries, including healthcare, education, and manufacturing. Our users are usually involved some sort of audio visual media creation.
This email targets users who have signed up for the Studio demo but haven't bought the product yet.
Murf's largest customer base consists of L&D teams from a variety of industries, including healthcare, education, and manufacturing. Our users are usually involved some sort of audio visual media creation.
This email targets users who have signed up for the Studio demo but haven't bought the product yet.
Murf's largest customer base consists of L&D teams from a variety of industries, including healthcare, education, and manufacturing. Our users are usually involved some sort of audio visual media creation.
This email targets users who have signed up for the Studio demo but haven't bought the product yet.
What to communicate
We decided to focus the content on the product's USPs with social proof to back this up. The team chose not to go into detail about the product's features as this could come across too pushy or "salesy" for a first email, and decided to send follow up emails for this. Going testimonial first is an unusual approach for a welcome email, but the team thought it might work well. Our team's copywriter led the content effort.
We decided to focus the content on the product's USPs with social proof to back this up. The team chose not to go into detail about the product's features as this could come across too pushy or "salesy" for a first email, and decided to send follow up emails for this. Going testimonial first is an unusual approach for a welcome email, but the team thought it might work well. Our team's copywriter led the content effort.
We decided to focus the content on the product's USPs with social proof to back this up. The team chose not to go into detail about the product's features as this could come across too pushy or "salesy" for a first email, and decided to send follow up emails for this. Going testimonial first is an unusual approach for a welcome email, but the team thought it might work well. Our team's copywriter led the content effort.
Approach
After going over several sources of inspiration, I sketched out ideas for the email's hero section, and created high fidelity versions of some of the ideas.
I tried out both typography and illustration-heavy approaches.
After going over several sources of inspiration, I sketched out ideas for the email's hero section, and created high fidelity versions of some of the ideas.
I tried out both typography and illustration-heavy approaches.
After going over several sources of inspiration, I sketched out ideas for the email's hero section, and created high fidelity versions of some of the ideas.
I tried out both typography and illustration-heavy approaches.
Explorations that were discarded for either feeling too text heavy or lacking visual pizzazz.
Explorations that were discarded for either feeling too text heavy or lacking visual pizzazz.
This exploration was almost finalised, but was discarded when we realised that a double column email wouldn't load on MS Outlook, which is the email client a large number of our users rely on.
This exploration was almost finalised, but was discarded when we realised that a double column email wouldn't load on MS Outlook, which is the email client a large number of our users rely on.
This exploration was almost finalised, but was discarded when we realised that a double column email wouldn't load on MS Outlook, which is the email client a large number of our users rely on.
Final concept
After some discussion, I designed the hero section of the email to look like Murf Studio's product interface. We felt that an email that reflects the product’s design might create anticipation for users by feeling like an extension of the product experience.
All the visual assets of the email i.e.,the hero section, testimonial cards, and icons have been designed to work in both dark and light browser themes.
After some discussion, I designed the hero section of the email to look like Murf Studio's product interface. We felt that an email that reflects the product’s design might create anticipation for users by feeling like an extension of the product experience.
All the visual assets of the email i.e.,the hero section, testimonial cards, and icons have been designed to work in both dark and light browser themes.
After some discussion, I designed the hero section of the email to look like Murf Studio's product interface. We felt that an email that reflects the product’s design might create anticipation for users by feeling like an extension of the product experience.
All the visual assets of the email i.e.,the hero section, testimonial cards, and icons have been designed to work in both dark and light browser themes.
Updated in Dec 2024