Creating a new campaign builder reducing NPS mentions by 66%

ActiveCampaign is a customer automation platform that empowers small to mid-sized businesses to engage with their customers through marketing automation. Apart of the campaigns product area, the email builder is a core feature allowing customers to create and customize email marketing messages to grow their business. 

The campaign builder has the most negative feedback from customers across NPS, customer calls, and churn reasons. With the growing number of negative feedback accumulating from Q4 2020/Q1 2021, stakeholders acquired an existing builder to jumpstart our initiative to improve the campaigns builder and ultimately diminish the negative feedback.

While the existing campaign builder did not lack in core functionality, it had a lot of reliability issues. Our customers did not trust our builder experience which resulted in being responsible for 36% of our NPS detractor feedback with declining NPS and CSAT scores.

Some core issues customers faced were:

The new and improved Email builder makes it easier to create branded, high-performing emails within the ActiveCampaign platform. With an emphasis on reliability and an easy-to-navigate UI, this improved campaign builder gives customers the ability to create optimal campaigns and engage their audience. 

Drag and drop element that you can use to create different types of content blocks in your campaign. These elements make it easy to place text, images and create custom layouts without having to adjust each individually.

Improve reliability and rendering issues for customers 

Start to regain customer trust with the new builder

The HTML setting allows users to easily customize and configure their emails with HTML and CSS and then return back to the editor in just one click. Giving customers additional flexibility to customize their campaigns without having to code an email from scratch. 

Improve reliability, formatting issues and rendering issues for customers 

Three new element blocks Banner, Menu and Timer that allow further visual customization to create dynamic and engaging emails. Each block can be modified to fit a customers brand with font styling, color and imagery.

Start to regain customer trust with the new builder

Improve overall sentiment and NPS scores for our campaign builder

Allows users to make global style changes across sections of their campaign with built in mobile responsiveness. Users can set styling for fonts, buttons, background colors to help them quickly get started applying their branding to campaigns.

Start to regain customer trust with the new builder

Keep learnability for customers at a minimum for the new builder 

After launching the new designer it was rewarding to get positive feedback from customers and see how impactful the updates were to the campaign building process. I think one thing we could have done better as a team was more due diligence and investigation of features and feasibility. As a result, we ended up building and learning as we go and facing many roadblocks along the way.