Verbal+Visual is a staff of team 16 people, which includes former intern turned COO and Partner Caroline Dau. The team is divided evenly between strategists and project managers, project creators, designers and direct designers, and technologists (think front-end programmers, back-end systems creators).
“Everything we do has a message behind it,” Anshey says. “Our message to our target audience is you can have high quality products and have a sustainable, eco-friendly, people-friendly process to back it up.”
Anshey says the digital experience needing the most TLC was the wMM website. “They had a website that wasn’t very good. They were losing a lot of revenue because of that and their lack of syndicated business on their site,” he says.
Long story short, the presentation and navigation on the site was a mess. So the Verbal+Visual team migrated wMM’s e-commerce store over from Squarespace to Shopify. Anshey says this was done because of Shopify’s ease of content and inventory management, so transitioning the wMM aesthetic would be seamless. The redesign kept the clothing the hero while delivering small, delightful touches, such as animated icons and a funky logo loader that brings the site to life.
Next up, Verbal+Visual introduced wMM to Mailchimp’s custom email templates and segmentation features, allowing them to create visuals that were designed with the feel of their brand in mind. Anshey says with Mailchimp they were able to build out wMM’s e-commerce templates so that they matched the branding and the segmentation that is on the site.
Anshey says his team knew using Mailchimp would continue to allow the wMM staff to remain hands-on with building and cultivating their still relatively new brand identity. “Brands that are growing and are in the growth mindset—those brands work really well with Mailchimp,” Anshey says.
“We knew they could go in and manage everything they needed to on their own. We knew that their budget was limited,” Anshey continues. “Everything we did was with Mailchimp’s ease of use in mind and the ability to use Mailchimp as a launchpad for the business and their micro CRM, so to speak, where they could get to understand their customers and then retarget after via email.”
Email + data = a better CRM
Since launching, Verbal+Visual has always relied on data-driven analysis to inform their clients on current and future best practices. Anshey says that since wMM started using the custom email templates and segmentation tools, they’ve seen an increase in engagement.
Thanks to an analytical deep-dive, Verbal+Visual was able to take that relationship a step further. “We definitely take a look at where the lost revenue is and most times it’s based on data, and most of the time you can just tell,” Anshey says. “You can see going through a process that there is friction, that people are really not going to be able to navigate the site or understand their brand and they don’t have that it factor.”