Engrain Site Launch Emails

Engrain requested one email for current customers — using one or more of their products — and one for prospects — those less familiar with their content 📧

Customer Email:

Subject line test: Personalized vs generic (hypothesis is that personalized will win)

Subject line A: Something new for you, %%FIRST_NAME%%

Subject line B: Something new for you at Engrain.com

Pre-text: A better Engrain experience

Header image and copy: Semi-transparent homepage screenshot with text overlay “THE NEW ENGRAIN”

Body:

Hi %%FIRST_NAME%%, 

The new Engrain site helps you find tools to improve your renters’ experience, marketing, and data visualization. We’ve looked into what users like you need and made those resources easy to find.

Discover More

Like SightMap®, TouchTour®, and Asset Intelligence, your Engrain experience will be more efficient, streamlined, and profitable. 

Prospect Email:

Subject line test: New vs benefits (hypothesis is that New will win) 

Subject line A: A new experience for you

Subject line B: The most convenient leasing tech

Pre-text: Better for your staff and community

Header image and copy: Semi-transparent homepage screenshot with text overlay “THE NEW ENGRAIN”

Body:

Hello, 

The new Engrain site helps you find tools to improve your business. We’ve taken a look into what users like you need and made those resources easy to find:

  • Realize better occupancy rates with SightMap® 

  • Deliver memorable service with TouchTour®

  • Collect quality, real-time data with Asset Intelligence

Explore Now

Like our property technology, your Engrain experience will be more efficient, streamlined, and profitable. 

Email Details And Choices:

Subject lines

  • Always test to gather data, increase open rates, and influence better decisions moving forward.

  • Best practices suggest personalization is always a good decision, but testing can confirm this general practice with your specific audience segment(s).

  • Body copy

    • I included "new Engrain" indicating an update in branding, used benefit-focused language.

    • For prospects, the benefits are directly linked to products for a better user experience. When they click through, they’ll see exactly what they were set up to expect in the email, creating a low mental load.

    • Since the landing page (new home page in this scenario) isn’t product-specific, the copy informs readers that they’re seeing a new experience customized to them/their industry. 

  • CTAs

    • Customers are familiar with one or more products, so they’re prompted to “explore” more than they have already.

    • Prospects may be unfamiliar with products, so they’re prompted to “discover” the page. 

  • Other notes

    • Given enough time, planning, and CRM segmentation, I’d make customized messages for each segment, specifically addressing their pain points.

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