- Local Website Announcement Email
Design, html coding and user testing
- The goal of this email was to drive clients and prospects to the newly launched Washington D.C. local website.
A/B testing was used to determine the best location for the website link. The first test was used to determine placement of the website link. We discovered more people clicked on the link when centered aligned at the bottom of the copy versus directly below the bulleted text.
The second A/B test was used to determine whether to use a link button or hyperlinked text. About 2% more clicks were received on the hyperlinked text test.
A final A/B test was used to determine whether "visit website" or "washingtondc.ugl-equis.com" was more effective. The latter received slightly more clicks than the former.
- Internal Newsletter Email
Design and user testing
- Our company's internal newsletter needed a redesign due and had a consistently low open rate.
After conducting a survey with internal staff we realized many users had difficulties navigating the newsletter and did not find a lot of the content very relevant or interesting.
To improve navigation I turned the newsletter into a multi-column, modular layout, versus the one column layout of the previous version. I also added more white space around each article and added graphic elements to the articles seen above the fold. This initial redesign increased open rates from 11% to 75%. The open rate has consistently remained around 75% since the redesign.
Our marketing coordinator and I added new pieces of content such as the celeb-look-a-like, question & answer and broker suggestions (client entertainment in the example above) to help engage the audience and make the newsletter more personable. These areas consistently receive some of the highest click rates and many employees contribute content on a regular basis.
- After our initial redesign, we noticed the employee profile and monthly volunteer articles had the least amount of clicks. We did an A/B test and found placing them at the top, under the company spotlight increased clicks by 5%.
- The newsletter landing page was also optimizied from its previous version. Navigation links were added to the top of the landing, as well as back to top links at the end of each article. Many users noted these additions help them navigate the articles more easily.