Working as a Marketing Designer, I was tasked to set up email campaigns for the brand. With initial briefing, emails, going out as newsletters in topics relevant to the brand’s target audience, were to raise brand awareness and potentially create sales conversions.
To check out the browser experience of one of the email campaigns click [here].
To deliver more personalised newsletters, we applied segmentation by region and interest.
Upon subscribing to newsletters, users were asked to pick a topic/s they were the most interested in. This would define the major content for their initial email. If users were further engaging with the content on other topics, they were then also included to the correspondent segment on interests.
This content strategy increased engagements of the personalised content, and guaranteed the company more loyal readers.
With the first A/B test, we decided to go with a lot of self-promotional content, which included a header banner with a CTA button to the brand’s site. Version A also had a large section under the newsletter devoted to explaining what the brand did. Version B only had contact us details. With that tested, engagement rate was fairly similar in both versions, whereas the more ‘self-promoted’ email had 2.5 higher unsubscribe rate:
Moving further, to increase engagement within an email, we tried to make it visually lighter by reducing the number of CTA buttons, and test their performance VS linked text. As a result, email with less CTA buttons per screen was 1.8 times more engaged:
We kept testing, and introduced a layout where the user would only see one image thumbnail with a brief description and a CTA button at once. This template outperformed the previously winning one 23% to 3.1%. We also significantly decreased the amount of self-promotion, leaving only the introductory line and the Visit Our Website line in the end of the email.
Testing subject lines, we found out that it is either long descriptive (over 75 characters) or short generic (less than 20 characters) subject lines that lead to high open rate.
With long descriptive subject lines, most of engagements in the email would fall on the article featured in the subject line. With short generic subject lines, engagements would be equally distributed through different articles.
Since after a few months of testing, we decided to go with segmentation, short generic subject lines were more suitable for our email campaigns.
We have tested a few From Name formats:
1. Company’s name
2. Full person’s name
3. Full person’s name from Company
4. Short person’s name from Company
The result showed the company’s name performed worse in open rate than full person’s name. Despite lower open rate, those emails were much better engaged than those with the latter From Name.
This led us to the idea that in the From Name we need to combine person’s and company’s names together to show a more personal approach. Since full person’s name would be a bit too long and the company’s name would not thus be fully shown, we tested it against “short person’s name + company” From Name, which in the end performed the best.
Layout sample of an email can be accessed [here]:
November 16, 2016