Email Marketing Design | Bike Share Systems

As bike share is inherently a community asset and the most exciting mobility option in which to explore a city, design and emotion have to be light and fun with any touchpoint. The newsletters across brands executed this tone in several ways and included Coast Bikes, Juice Bikes, Share-A-Bull Bikes, and internal CycleHop company updates.

First, bike share-specific updates were typically kept short and sweet, as they are primarily informational and do little to add value to a membership. With API integration, members who had more than one mile ridden could also see their real-time ridership stats at the top of the email. Additionally, bright and pronounced headings guided a user’s eye down the page, enabling a quick read, only engaging with topics they deemed interesting.

Building on the community-centric nature of bike share, users’ Instagram photos were highlighted, encouraging sharing, upcoming bike tours, and events were listed, and community events that directly shared a target audience with each bike share demographic were emphasized.

This design enabled us to update users while providing enough value to ensure the emails were opened. With newsletters being sent on average between four and six weeks apart, open rates ranged from 18-26% depending on the time of year, with a click rate hovering around 4.5% on a list totaling 63,879. (Stats from October 2018)

Design Credits:

All elements including headers, maps and copy in the samples that were provided were designed and formatted by Eric Trull. 

Designed by third parties:

• The basic logos
• Four characters