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