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The ROI of Design: How Good Design Pays Off

by with No Comment BusinessDesigneCommerce
Reading Time: 5 minutes

Unlock the Power of Good Design: How It Drives Business Growth (and Saves You Money)

In this article, you'll discover:

  • The hidden financial benefits of good design: We’ll unveil the concept of ROI in design and how it can translate to real dollars and cents for your business.
  • Real-world examples: See how major companies leveraged design to achieve measurable success.
  • Common pain points addressed: Learn how good design solves problems for both businesses and designers.

Have you ever felt frustrated by stakeholders who dismiss design as a “cosmetic afterthought”? Or maybe you’re a designer tired of struggling to justify the value you bring? You’re not alone. Many businesses still fail to recognize the power of good design, leading to a disconnect between stakeholders and design teams.

This can manifest in several ways:

  • Stakeholders: Budgetary constraints, a focus on short-term gains over long-term value, and difficulty measuring the impact of design can lead to underinvestment.
  • Designers: Difficulty communicating the value proposition of design, frustration with revisions based on personal preferences rather than data, and a lack of support for user-centered design methodologies.
    The good news is, there’s a solution: demonstrating the ROI of design.

By quantifying the financial benefits of good design, you can bridge the gap between stakeholders and designers. Keep reading to see how design can become a strategic asset, not just an expense.

So, how exactly does good design translate to financial gain? Here's the magic: good design impacts your bottom line in two key ways:

1. External Values

This refers to how design influences your customer experience. Imagine a website that’s intuitive and visually appealing, guiding users effortlessly towards a purchase. Or a product packaging that’s clear, informative, and grabs attention on a crowded shelf. These are all examples of design that enhances customer satisfaction, loyalty, and ultimately, sales and conversions.

Case Study: Dollar Shave Club

Dollar Shave Club disrupted the razor industry with its quirky branding and user-friendly online experience. Their website, designed for ease of use and subscription sign-up, was a major factor in their rapid growth and eventual acquisition by Unilever for a whopping $1 billion.

Dollar Shave Club YouTube Ad

dollar shave club ad

2. Internal Values

Design isn’t just about customer-facing experiences. A well-designed internal workflow, for instance, can streamline development processes, minimize errors and rework, and improve communication within teams. This translates to increased efficiency, reduced costs, and a more productive workforce.

Case Study: Mailchimp

Email marketing platform Mailchimp completely revamped their user interface in 2014. The new design, focused on clarity and ease of use, not only improved customer satisfaction but also empowered their in-house team to develop features faster and more efficiently.

Source: Medium

Mailchimp 2001

Source: Clikcnathan

Mailchimp 2015

Source: Medium

Mailchimp 2023

Measuring the Impact: From Frustration to Facts

Now, you might be wondering: how can we actually measure the impact of design? While design’s influence can be multifaceted, there are concrete metrics to consider:

Sales figures & Conversion Rates:

Track how these change after a design implementation. Did a website redesign lead to a rise in online orders and conversions (percentage of visitors who take a desired action)? Tools like Google Analytics and Shopify reports can provide this data.

Customer Satisfaction Surveys & A/B Testing:

Gauge user feedback through surveys (e.g., Net Promoter Score *article coming soon, subscribe to newsletter for updates*) and conduct A/B testing, where you compare two versions of a design element (e.g., call to action button) to see which one performs better. Tools like SurveyMonkey and Google Optimize alternatives can help with this.

Website Analytics & User Engagement:

Analyze user behavior with website analytics tools like Hotjar or Crazy Egg. These tools can track user clicks, scrolls, and heatmaps to understand how design choices influence user interaction and engagement (time spent on a page, click-through rates).

By tracking these metrics and using the right tools, you can build a data-driven case for the ROI of design. This empowers you to move beyond subjective opinions and demonstrate the tangible financial ben

Remember: 
When measuring design impact, consider both short-term and long-term effects. A website redesign might show an immediate increase in conversions, but its impact on brand perception and customer loyalty may take longer to materialize.

By employing a combination of these metrics and tools, you can paint a clear picture of how design is driving business success. This data can then be used to inform future design decisions and secure ongoing support for design initiatives within your organization.

Benefits of Tracking ROI on Design

So, why should you bother tracking the ROI of design? Here are some key benefits, illustrated with examples:

Justifies investment in design:

By demonstrating the measurable financial benefits of design, you can secure buy-in from stakeholders who may be hesitant to allocate resources. Imagine a company debating a mobile app redesign. Tracking the ROI of the redesign could reveal a 20% increase in app conversions, directly translating to more sales and a significant return on investment. This data becomes powerful ammunition when advocating for design budgets.

Informs design decisions:

Data-driven insights can guide future design projects, ensuring your design efforts are strategically aligned with business goals. For instance, A/B testing on a product page might show that a simpler layout with high-quality product images leads to a higher click-through rate for “add to cart.” This data can then inform the design of future product pages, optimizing the user experience for conversions.

Improves design effectiveness:

Tracking metrics allows you to identify what’s working and what’s not, enabling you to continuously refine and improve the effectiveness of your design approach. Let’s say you implemented a new design system for your website. Tracking user behavior can reveal areas where the system might be confusing or hindering navigation. This feedback loop allows you to iterate and improve the design system, ensuring it truly enhances the user experience.

Strengthens communication:

By speaking the language of numbers, designers can effectively communicate the value they bring to the table, fostering stronger collaboration with other departments. Imagine a designer presenting website analytics data that shows a redesigned checkout process led to a 30% reduction in abandoned carts.

Conclusion: Design is a Strategic Investment, Not Just a Cost

In today’s competitive landscape, good design is no longer a luxury; it’s a strategic imperative. By measuring the ROI of design, you can unlock its true potential to drive business growth, improve customer experience, and boost your bottom line.

Remember, design is an investment, not just an expense. By tracking results and using data to inform your design decisions, you can continuously refine your approach and ensure your design efforts are delivering a measurable return.

Ready to harness the power of design for your business? Big Pie Creative can help. We are a team of passionate designers who specialize in creating data-driven design solutions that get results. Contact us today for a free consultation and see how we can help you unlock the ROI of design!

Author

Toyinsola Lydia

A results-oriented digital strategist with a proven track record of helping businesses achieve online success.

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Marketing Emails vs. Sales Emails: Understanding the Difference and Who Does What

by with No Comment BusinessDesigneCommerceMarketing
Reading Time: 4 minutes

In the dynamic world of digital communication, emails continue to be a powerhouse tool for businesses to connect with their audience. However, not all emails serve the same purpose. Two primary types of business emails – marketing emails and sales emails – play distinct roles in a company’s communication strategy. While they may seem similar at first glance, they serve different purposes and are typically handled by different teams.

Let’s dive deep into the key differences between marketing emails and sales emails, explore who’s responsible for each, and look at some real-life examples to illustrate these differences.

Marketing Emails: Building Brand Awareness and Nurturing Leads

Purpose:

Marketing emails aim to:
  • Increase brand awareness
  • Educate the audience about products or services
  • Nurture leads through the sales funnel
  • Build and maintain relationships with a broad audience

Characteristics:

  • Sent to a large, segmented audience
  • Focus on providing value through content
  • Often include newsletters, product updates, and educational material
  • Have a broader, less personalized approach
  • – Designed with attractive visuals and brand elements

Who's Responsible?

Marketing emails are typically created and managed by the marketing team. This includes:
  • Content marketers
  • Email marketing specialists
  • Graphic designers
  • Marketing managers

Real-Life Example: Spotify's Wrapped Campaign

Spotify Wrapped Email
Source: Mailsoftly
Spotify Wrapped Email
Source: Reddit. r/twicebittendnd

Spotify’s annual “Wrapped” campaign is a perfect example of effective marketing emails. Each year, Spotify sends personalized emails to its users summarizing their listening habits. These emails:

  • Boost brand engagement by encouraging users to share their “Wrapped” results on social media
    Provide value by offering insights into the user’s music preferences
    Subtly promote Spotify’s features and encourage continued use of the platform
  • The marketing team at Spotify collaborates to create these emails, combining data analysis, content creation, and graphic design to produce a highly shareable and engaging campaign.

Sales Emails: Closing Deals and Driving Revenue

Purpose

  • Convert leads into customers
  • Move prospects through the sales pipeline
  • Close deals and generate revenue
  • Address specific pain points of individual prospects

Characteristics

  • Sent to a smaller, more targeted audience
  • Highly personalized and tailored to the recipient
  • Focus on the prospect’s specific needs and how the product/service can help
  • Often include product demos, pricing information, and direct calls-to-action
  • Usually text-based with minimal design elements

Who's Responsible?

Sales emails are typically handled by the sales team, including:

  • Sales representatives
  • Account executives
  • Sales managers
  • Business development representatives

Real-Life Example: Salesforce's Personalized Demo Invitation

Salesforce Demo Invitation Email
Source: Vertical Response

Salesforce, a leading CRM platform, often sends personalized sales emails to potential clients. Here’s an example of how they might structure such an email:

Subject: Boost Your Sales Efficiency with Salesforce – Personalized Demo for [Company Name]

Dear [Prospect’s Name],

I hope this email finds you well. I recently came across [Company Name] and was impressed by your recent expansion into [specific market or achievement].

Given your company’s growth, I believe Salesforce could significantly enhance your sales processes. Our clients in [similar industry] have seen an average 28% increase in sales productivity after implementing our CRM solution.

I’d love to show you how Salesforce can be tailored to [Company Name]’s specific needs. Are you available for a 30-minute personalized demo next Tuesday at 2 PM?

Looking forward to potentially working together,

[Sales Rep Name]

Account Executive, 

Salesforce

This email demonstrates key sales email characteristics:

  1. Personalized to the recipient and their company
  2. Addresses a specific pain point (sales efficiency)
  3. Offers concrete value (28% increase in productivity)
  4. Includes a clear call-to-action (scheduling a demo)

The Overlap and Collaboration

While marketing and sales emails serve different purposes, there’s often overlap and collaboration between the two:

  1. Lead Handoff: Marketing emails nurture leads until they’re sales-ready, then hand them off to the sales team.
  2. Content Sharing: Sales teams may use content created by marketing in their personalized emails.
  3. Feedback Loop: Sales provides insights to marketing about what resonates with prospects, helping refine future marketing emails.
  4. Consistent Messaging: Both teams work together to ensure brand consistency across all communications.

Real-Life Example: HubSpot's Integrated Approach

Hubspot integrated email approach
Source: Jigsawmetric

HubSpot, a company that provides inbound marketing and sales software, exemplifies the integrated approach to marketing and sales emails:

  1. Marketing Emails: HubSpot sends regular newsletters with marketing tips, industry trends, and product updates to a broad audience of marketers and sales professionals.
  2. Lead Nurturing: As recipients engage with the content, HubSpot’s marketing automation tracks their interests and behavior.
  3. Sales Handoff: Once a lead shows significant interest (e.g., downloading multiple resources on CRM implementation), the marketing team notifies the sales team.
  4. Personalized Sales Outreach: A sales representative then sends a personalized email, referencing the lead’s specific interests and offering a tailored solution.

This seamless transition from marketing to sales emails ensures that prospects receive relevant information at every stage of their buyer’s journey.

Best Practices for Both Marketing and Sales Emails

Whether you’re crafting marketing or sales emails, some best practices apply to both:

  1. Know Your Audience: Understand their needs, pain points, and preferences.
  2. Provide Value: Every email should offer something useful to the recipient.
  3. Clear Call-to-Action: Make it obvious what you want the recipient to do next.
  4. Mobile Optimization: Ensure your emails look good on both desktop and mobile devices.
  5. Test and Iterate: Continuously test different elements of your emails and refine based on performance data.

Conclusion

Understanding the difference between marketing emails and sales emails is crucial for effective communication with your audience. While marketing emails cast a wide net to build awareness and nurture leads, sales emails focus on closing deals with specific prospects. By leveraging the strengths of both types of emails and fostering collaboration between marketing and sales teams, businesses can create a powerful email strategy that drives growth and revenue.

At Big Pie Creative, we specialize in crafting effective email strategies that blend the best of marketing and sales approaches. We can help you design compelling marketing campaigns that seamlessly integrate with your sales team’s efforts, creating a cohesive and effective email strategy. Contact us today to learn how we can help you maximize the impact of your email communications!

marketing emails versus Sales emails
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The Importance of Design in Your Marketing Strategy: Making a Visual Impact that Converts

by with No Comment BusinessDesignMarketing
Reading Time: 2 minutes

In today’s crowded marketplace, capturing attention and leaving a lasting impression is crucial. That’s where design comes in. Far from just aesthetics, design is a powerful tool that can elevate your marketing strategy and drive results. At BigPie Creative, we believe impactful design is an essential ingredient in the recipe for marketing success. Here’s why:

1. Design Grabs Attention in a Fidgety World:

Consumers are bombarded with messages every day. They scroll through social media feeds, skim emails, and flit between websites. Eye-catching design cuts through the noise. Compelling visuals, clear layouts, and a consistent brand identity stop viewers in their tracks and make them take notice of your message.

2. Design Builds Trust and Credibility:

A polished and professional design aesthetic conveys a sense of quality and care. It tells your audience you take your brand seriously and invest in creating a positive first impression. Conversely, amateurish or outdated design can damage trust and make your brand appear unreliable.

3. Design Shapes User Experience:

Whether it’s a website, a social media post, or a marketing brochure, design plays a critical role in user experience (UX). Intuitive navigation, clear calls to action, and a user-friendly layout keep users engaged and guide them towards the desired action, be it a purchase, a sign-up, or a visit to your physical store.

4. Design Tells Your Brand Story:

Design is a powerful storytelling tool. The visuals you choose, the colors you use, and the overall style all contribute to the narrative you want to convey about your brand. Effective design evokes emotions, creates connections, and helps your brand resonate with your target audience.

5. Design Drives Results:

Ultimately, the goal of marketing is to achieve results. Strong design can significantly impact your bottom line. Studies show that well-designed marketing materials can lead to increased brand awareness, higher conversion rates, and improved customer loyalty.

How BigPie Creative Can Help:

At Big Pie Creative, we understand the power of design. Our team of experienced designers can craft a visual language that aligns with your brand identity and marketing goals. We’ll create:

  • Eye-catching graphics and visuals
  • User-friendly website and landing page designs
  • Cohesive marketing materials across all platforms
  • Social media graphics that stop the scroll
  • Email campaigns with a high visual impact

By partnering with Big Pie Creative, you can ensure your marketing strategy is visually compelling and delivers the results you deserve.

Ready to leverage the power of design in your marketing? Contact Big Pie Creative today for a free consultation!

Author

Toyinsola Lydia

A results-oriented digital strategist with a proven track record of helping businesses achieve online success.

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