Email campaign·Visual design·User engagement
Driving Copilot engagement through email
Designing an email system that informs, nudges, and supports Copilot adoption at scale.
Role
Lead Product Designer
Timeline
Oct 2024
Collaboration
Design team, Content, Research
Overview
This design brainstorm was part of a growth design sprint focused on shaping Copilot's upsell strategy. We explored a lifecycle approach using targeted communications to help eligible information workers discover, understand, and adopt Copilot Business Chat. The goal was to use timely, value‑led touchpoints to inform and remind users, share practical tips, reduce early drop‑off, and create transparency around Copilot's enterprise capabilities—ultimately guiding users toward successful adoption and upgrade.
Design principles
Personalized
Email is an intimate space with built-in trust. We know who we are talking to and respect the relationship we have.
Simple to understand
Content should be straightforward. Options should be limited to a bespoke few, if any. Paths should cover different learning styles and knowledge levels.
Productive
Reading email is work. Take them to the product as quickly as possible. If there is reading, make it worth customers' time. Content should be actionable and informative. Make the engagement process itself feel productive.
Framework
Email Mockup
Daisy is a financial analyst at a large company. Her IT admin recently invited her team to try Microsoft's Copilot commercial license. Click the inbox items below to see example emails she would receive.
Outcome
The lifecycle and messaging strategy developed in this sprint became a foundational model used across several Copilot growth workstreams. Applied most recently to an email campaign, the approach drove meaningful engagement and reactivation for 2000K users, validating its scalability and effectiveness.