Performance Health emails
UX & UI design, strategy
Optimising emails
I lead the creative 'Email Playbook' to gather current email performance and identify opportunities for improvements.
Previously there were nine email templates, of which only 3 were being utilised. The templates needed a huge overhaul in terms of UX and UI, with confused message hierarchy, too much information/content and a lack of fundamental UX/UI principles.
I conducted a UI/UX audit on the top three email templates, explored opportunities to increase KPIs and user experience, and designed three new 'templates' with a modular design system to improve efficiency.
I formed an 'Email Ambassadors' sub-team to coordinate and facilitate ongoing optimisation and continual iteration via A/B testing. The business saw major improvements in KPIs year on year with ongoing above target CTO rates and revenue.
Old style
New style