Thumbtack emails
The who:
Thumbtack is the app where you can find local pros to fix, maintain and improve your home. Homeowners can search and book pros such as handymen, landscapers and more.
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The what and why:
Thumbtack has two audiences: the customers who search for pros, and the pros who pay to list their services in the app. I've written for both sides of the marketplace, modulating the voice and tone based on audience. Here's how it comes together.
Customer emails
When speaking to customers, the tone of Thumbtack's voice becomes more refreshing and playful, without going overboard with humor. The approach is more editorial and aspirational, to help customers envision all they can get done (or need to do) with Thumbtack.
Thumbtack customer emails (2020-2021)
Design: Jake Ewing, Kaitlyn Eleniak
Pro emails
With pros, the tone dials down the humor and becomes more realistic and straightforward. It's important to be clear and not waste the pro's time. They're busy winning jobs, after all!
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These emails below come from two email series I did for pros in 2019. Back then, pro comprehension was very low due to a shift in the product. Pros now had to set specific preferences to "target" customers, and get charged automatically for leads that fit their criteria.
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Together with my talented colleague and designer Lo, we reimagined the Welcome series and wrote a new Targeting series, so pros could understand the benefits of targeting. The emails outperformed the original goal, and we saw a lift in targeting retention.
Thumbtack pro emails (2019)
Design: Lo Hayes