Performance Trust • Email Redesign
Another digital initiative I undertook while at PTCP was to overhaul email marketing. The designs in use were dated, and the data showed it. The initial intent was to increase CTR. I worked closely with the copywriter to help streamline and harmonize both the copy and the design. Not only was CTR increased, but the refresh also helped reduce redundancy and remove visual pollution.
Design ISSUES CONSIDERED
• Oversized header and video thumb use valuable negative space
• One color was used for both links and headers causing user confusion
• "Register Now" call-to-action is above content description, along with two other CTAs that are labeled differently but drive to the same page causing further user confusion
• Not mobile compatible
• Zero branding