Zo create: Facebook post generator sign-ups 

The challenge was to improve sign up rates to a new digital service (AI service that writes and publishes Facebook posts for businesses) from cold emails sent to audience of any type of business (e.g. cycling hire, cake maker, global brands), in any country in the world (e.g. Peru, England, Singapore, etc.).

With a cold-call email, such a wide spread of businesses and countries to contact it made sense to lean on base behavioural interventions that are good at evoking deep-seated responses, rather than piquing more top-layer social context approaches. A real behavioural challenge.

For the website:

• We worked some principles to reshape the website look and feel and structure (4.1 Full copy & design package), mainly around mental models and evoking proximal constructions (clearly articulating what it was, and using lots of language and imagery that was simple to grasp)

For emails:

• First we worked 2x 14 sets of subject headings written based on behavioural principles (4.1 Full copy & design package). These were randomly delivered to approx. 100,000 businesses (6.2 Platinum live trials). They were sent globally (191 of the world’s 195 countries), and delivered evenly distributed across the day to control for time. The ‘page name’ of business owners with a Facebook page performed best with 19.7% open rate
• Subsequently we worked 2 more sets of 5 email body copy and sign off versions (we invented a staff member called ‘Emma’ who sent the emails), using the most successful email subject heading on all (6.2 Platinum live trials), which revolved around techniques such as social proof, ease, personalisation, and every technique in one email