How we created an email marketing solution that helps WordPress users communicate strategically with event attendees
Connecting with attendees at every stage of an event is important, but it can be a daunting task, especially for business owners who aren’t well-versed in marketing.
Create an automated marketing tool that streamlines the email process and comes pre-loaded with campaigns designed to promote community engagement—all within a user’s existing WordPress ecosystem.
Turning a problem into a solution
Interviews with The Events Calendar users revealed that connecting with attendees at every stage of an event is an overwhelming, time-consuming process. Using additional user feedback, competitor analysis, and input from event marketing professionals, we defined the key features for a product that streamlines the email process and automates touch points.
Building for WordPress, not in WordPress
To compete with other email marketing heavyweights in terms of design and functionality, our product had to live outside the WordPress dashboard. We approached Promoter like a SaaS rather than a plugin.
Free of WordPress constraints, we were able to create a more intuitive and fluid user experience that makes crafting emails, managing a subscriber list, and sending automated messages easier than ever for event marketers. At the time, no other email product on the market catered to this specific audience.
Defining a design system
A robust UI kit helps front-end designers and developers prototype and iterate quickly. New components are introduced only when they add significant value and an existing component doesn’t quite meet user experience goals.
Delivering a deceptively simple user interface
We used a React component to keep the message editing interface as fluid and smooth as possible and provide the tools and patterns necessary to power Promoter’s complex workflows.
Getting data from Point A to Point B
TEC users rely on a variety of hosting platforms, some of which are inexpensive and don’t update immediately, making it a challenge to synch data between their WordPress sites and Promoter. An application built on Node.js handles user authentication—the verification of a human-to-machine transfer of credentials that confirm a user’s authenticity.
Remix tracks or lay down your own song in an iBook custom built to make students in Pharrell’s high-impact music education program happy.
A fully-featured WordPress plugin allows brands to leverage the power of BigCommerce with the click of a button.
The Events Calendar
Over 11 years, the #1 calendar for WordPress grew into a standalone business staffed by a team of 60+.