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Performance Trust • Email Redesign

 

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

 
  Redesigned  Email • 36.7% increase in open rate • 1.9% increase in CTR

Redesigned Email • 36.7% increase in open rate • 1.9% increase in CTR

 
  Old  Email

Old Email

 

 

 

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