Sesame Street Workshop
Mobile Email on the Go
When Sesame Workshop launched a new mobile application version of their current video on-demand program, Sesame Street Go, Hagopian Ink was their strategic marketing partner. We created an email communications program to interact with new and existing subscribers of Sesame Go.
Engaging subscribers to build loyalty with email marketing
Sesame Workshop established its brand identity in 1969, with distinct standards regarding look and feel that its loyal audience recognizes instantly. We needed to create a seamless experience for users exploring the online Sesame Street Go content, the mobile application, and the email creative.
Using bold typography, playful colors, and furry characters, we created two sets of responsive email templates designed to entice recipients to sign up for new subscriptions, and to encourage subscribers to use the app more frequently. The first was more transactional and included the welcome message, password reset, subscriber status, and auto-responders. The second was a bi-weekly newsletter format to activate their current subscriber base and to engage and encourage continual app usage and learning for the child.
To create the consistent brand experience Sesame Street Go subscribers expect, we followed established guidelines closely, and built upon the creative direction developed in the application. To improve unique opens and click-throughs, we refined audience segmentation and timing, and aligned copy and subject lines to more effectively stimulate recipients to take immediate action.
After launching using our mobile email templates, Sesame Street Go saw a steady increase each month in the number of unique click-throughs and unique opens, with their newsletters beating statistical averages when compared with competitors in similar categories.