The Problems
Some of the emails were not designed using mobile-first sensibilities even though 80% of users were on a phone. Some of their emails had not been optimized for all platforms and devices. The previous designs appeared too spammy and had a low clickthrough rate. Landing pages were required for special promotions throughout the year.
Solutions
Simple Templates
The Marketing Team had a basic understanding of html and was able to modify headlines and copy if they were easy to find in the code. I created simple and clear html templates for them.
Welcome Series
Marketing required a series of welcome emails to sent to new subscribers. They wanted to give users a quick and easy way to connect with us through social media and also showcase the Sweepstakes side of the business.
Special Events
During the holidays or during special events like Restaurant Week, we needed eye catching emails and landing pages to maximize user engagement.
Opt-In Landing Pages
A/B testing showed that users were very happy to sign up for newsletters from a standalone landing page. The opt-in rate increased by 66% over the forms on site! The best guess is that users appreciated the option to select from a list of content types.
