Background

The goal was to develop a targeted email workflow aimed at engaging architects and designers who are considering how design impacts learning environments. The objective was to nurture leads by offering insightful, research-backed content that would position Steelcase as a thought leader in the field of intentional and effective learning space design.

Challenges

The challenge was to craft email content that was both engaging and informative, addressing the specific needs of architects and designers. These professionals are likely involved in decision-making around how to optimize learning environments. The emails had to balance technical design insights with practical takeaways while also maintaining Steelcase’s branding as a leader in innovative learning spaces.

Approach

I created a four-part email workflow, each email building upon the last, designed to highlight Steelcase’s expertise in learning space design. The emails were structured as follows:

1. Email 1: Welcome to Steelcase Learning
   • Subject: “Welcome To Steelcase Learning”
   • Preview: “Your insight-led lifelong learning partner”
   • This email introduced Steelcase Learning as a valuable resource for insight-driven learning spaces. It set the tone for the series by emphasizing Steelcase’s commitment to ongoing research and expertise in the field.
2. Email 2: How Intentional Design Impacts Learning Experiences
   • Subject: “How Intentional Design Impacts Learning Experiences”
   • Preview: “Inside, four macro shifts to consider when designing learning spaces.”
   • This email focused on how intentional design shapes learning experiences. I highlighted four major shifts architects and designers should consider when creating effective learning environments. It served as a practical guide for applying design principles to enhance educational outcomes.
3. Email 3: How to Center Wellbeing Through Learning Spaces
   • Subject: “How to Center Wellbeing Through Learning Spaces”
   • Preview: “Steelcase research suggests six pillars of wellbeing to consider when designing learning spaces.”
   • In this email, I presented Steelcase’s research on how to incorporate wellbeing into learning spaces. It focused on six pillars of wellbeing—such as lighting, acoustics, and ergonomics—offering actionable design considerations for improving both the physical and psychological environment of learning spaces.
4. Email 4: The Upside to a Blended Learning Approach
   • Subject: “The Upside to a Blended Learning Approach”
   • Preview: “Enabling dynamic experiences through blended learning.”
   • The final email in the series explored the concept of blended learning and how designing spaces that support both in-person and digital learning can enhance the flexibility and dynamism of educational experiences.

Each email used a professional but approachable tone and was backed by Steelcase’s research and expertise. The messages were designed to engage the target audience by offering valuable, relevant information, while also reinforcing Steelcase’s position as a thought leader in learning space design.

Execution
The emails were carefully written to ensure clarity and value. Each subject line was designed to grab attention, and the previews provided a concise teaser of what the reader could expect in the email body. The content was formatted to be visually appealing and easy to digest, with each email including links to further resources and Steelcase’s broader offerings.

Results
The lead consideration workflow successfully nurtured interest among architects and designers, with open and click-through rates exceeding industry averages. The content effectively positioned Steelcase as a go-to resource for research-backed insights on designing optimal learning environments. Many recipients engaged with follow-up calls to action, requesting consultations or further resources, which helped drive leads into the next stage of the sales funnel.

Conclusion
By delivering valuable, insight-led content in a structured workflow, the email series successfully engaged architects and designers, providing them with the tools and knowledge to make informed decisions about learning space design. This campaign not only nurtured leads but also reinforced Steelcase’s role as an industry leader, ultimately driving conversions and deepening relationships with key stakeholders.

Lead Consideration Workflow 1 – 

Email 1:

Subject: Welcome To Steelcase Learning

Preview: Your insight-led lifelong learning partner

 

Email 2

Subject: How Intentional Design Impacts Learning Experiences

Preview: Inside, four macro shifts to consider when designing learning spaces.

 

Email 3

Subject: How to Center Wellbeing Through Learning Spaces

Preview: Steelcase research suggests six pillars of wellbeing to consider when designing learning spaces.

 

Email 4

Subject: The Upside to a Blended Learning Approach

Preview: Enabling dynamic experiences through blended learning.Target Audience: Architects and Designers 

Results snapshot