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Emails to diverse-owned suppliers

Project type

Email

Role

Content designer

User

Diverse-owned Meta suppliers (Businesses owned by women, people of color, LGBTQIA+, veterans etc.)

Unlocked $480M in diverse supplier spend though content

Problem:
In 2022, many Meta suppliers didn't renew their status as diverse-owned businesses - i.e. businesses owned by women, people of color, LGBTQIA+, disabled, veterans etc. If the suppliers' diverse status expired, their spend wouldn't count toward our diverse spend goal and Meta would lose legitimate positive corporate citizenship because of a technicality.

What I did:
I rewrote 2 emails asking Meta suppliers to update their status as diverse-owned businesses. The communications with suppliers was at times confusing and opaque, and click-through rate & response rate were low. I simplified language, replaced attachments with URLs, and added more compelling callls-to-action.

Result:
The emails resulted in such high conversions and status renewals, that Meta recaptured $480 million in diverse spend - almost half of the total amount we spent with diverse-owned suppliers in 2022. This helped Meta exceed its diverse spend goal by 200%.

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