Email content Structure
A user research driven project to increase the email revenue on daily emails.
+10%
Average Order Value
(Per Email)
+2%
Click Through Rate
(Per Email)
+11%
Revenue
(Per Email)
01
Challenge
A large global sports retailer sends out daily emails, over time the email length has increased, with a large number of products shown in each email. Heat maps are showing that users are not interacting with the lower down products and are not even scrolling to the end of the email. This has resulted in wasted resources and time across various teams (graphics, development, content, social and photography.) Email revenue had steadily fallen, AOV (Average Order Value) had lessened, and CTR (Click Through Rate) had also dropped.
02
Approach
I looked at historical analytical data to see when rates had dropped to see what patterns could be found and what users had previously engaged with. I found that historical emails that had performed well in areas such as revenue, CTR and AOV had featured less products and more copy text introducing the email subject at the top of the email. We undertook an AB test to validate whether having less products in the email and adding copy to the top would affect the analytics and improve email performance.
03
Result and Business Benefit
The AB test showed that the email with less products and added copy was more successful so we used this as a template for new emails moving forward. We looked at the month on month analytical data and found an upturn in CTR, AOV and email revenue. We found CTR had increased 2% AOV has improved 10% and Email revenue 11%.