WIRED Content-led Email Series

WIRED was looking to set up a new series of acquisition emails promoting their popular sections. By showing the most-read articles we wanted to intrigue the readers and encourage them to subscribe to access the stories.

The main challenge was how to present the content without being misleading on where the click through link takes them. We wanted to be clear that the user will be taken to a subscription page once they clicked on an article.

Part of the solution was to be very clear and intentional with the language. We highlighted that the articles are the ones that subscribers enjoy and the CTA added additional clarity with words ‘Subscribe to read’.

Another part of the solution was adding a fading gradient effect over the article content. This resembled the UI language of paywalls and highlighted the white CTA even further.

This content-led email series became a successful marketing effort and been converting target audience into subscribers as successfully as promotional sale emails.

Creative direction: Thais Klein
Art direction & design: Laura Dirzyte
Copy: Stephen Milioti

WIRED • 2024