SMTP
SMTP, a leader in email deliverability, is a cloud-based product utilized to ensure email is delivered to the inbox without additional software or hardware
Design Concepts
Quick Facts
SMTPSMTP, a leader in email deliverability, is a cloud-based product utilized to ensure email is delivered to the inbox without additional software or hardware.
Challenge
SMTP was on the hunt for a partner to deliver a much needed updated website. The original website was built when SMTP was positioned as a company featuring 3 product lines.
But, SMTP had outgrown that structure and the focus of the site needed to shift to the SMTP product only. Given the technical nature of the product, the website ironically wasn’t speaking to the technical end user.
And as with any website that goes beyond brand awareness, SMTP’s former website was not optimized for successful lead generation and conversions. Cue the SMTP/emagine partnership…
Strategy
The SMTP’s team dedication and commitment to getting an improved website up and running meant we instantly rolled up our sleeves and got to work.
SMTP’s developed user personas to document an understanding of their target audience prior to partnering with us. Defined user personas helped us architect a site that would appeal to both developers and marketers.
First, we designated sections of the site to speak to both audiences, separately. Each section leveraged messaging that resonates with either developers or marketers with content from SMTP’s Marketing Message Matrix.
Conversion rate optimization and lead generation was the next opportunity to tackle. To create an experience that moved users through the sales funnel, we designed a clean and simple site with bold CTAs gave users clear direction on where to go.
But clean and simple doesn’t mean boring. SMTP wanted an edgy and bold site that was strongly correlated with their brand identity. Crisp imagery was inspired by SMTP’s logo, a paper airplane.
Notable Features
- Custom Resource Center with Documentation, API References, Code Samples
- Web-to-Lead integration with SharpSpring CRM
- Parallax Scrolling
emagine stayed true to a website design dedicated to conversion, but blew us away with their creative ideas on how to capture our brand through memorable imagery and a simple clear path to conversion.
Kim Anchors, Marketing Division Lead SMTP, SharpSpring, Inc.