How can we increase email
engagement with subscribers?
How can we increase
email engagement with subscribers?
How can we increase email engagement with subscribers?
I was tasked to update JCCSF's email campaign. I took the opportunity to not only refresh the visual design, but also template content to maximize engagement with their subscribers.
I was tasked to update JCCSF's email campaign. I took the opportunity
to not only refresh the visual design, but also template content
to maximize engagement with their subscribers.
I was tasked to update JCCSF's email campaign. I took the opportunity to not only refresh the visual design, but also template content to maximize engagement with their subscribers.
Overview
Overview
The JCCSF is a cultural
non-profit focused on building communities through performances, classes, and fun events.
The JCCSF is a cultural
non-profit focused on building communities through performances, classes, and fun events.
After the organization rebrand, I was tasked to update their email campaign. I took the opportunity to not only refresh the visual design, but also template content to maximize engagement with their subscribers.
After the organization rebrand, I was tasked to update their email campaign. I took the opportunity to not only refresh the visual design, but also template content to maximize engagement with their subscribers.
Industry
Non-Profit
Role
Graphic Designer
Timeline
3 Months
Tools
Figma
Industry
Non-Profit
Timeline
3 Months
Role
Graphic Designer
Tools
Figma
The Problem
The Problem
There was very low engagement with the email newsletter.
69% of visitors don't complete their purchases.
The business goal for email campaigns is to drive conversions and generate revenue by effectively engaging subscribers, nurturing customer relationships, and promoting events and services. Why are email subscribers not engaging with the newsletter?
The business goal for email campaigns is to drive conversions and generate revenue by effectively engaging subscribers, nurturing customer relationships, and promoting events and services. Why are email subscribers not engaging with the newsletter?
01
Existing templates were inflexible.
Despite the copywriting and photo quality, each listing required a square image and a paragraph. This rigidity resulted in poor marketing for unique events because creative assets fell short.
01
Existing templates were inflexible.
Despite the copywriting and photo quality, each listing required a square image and a paragraph. This rigidity resulted in poor marketing for unique events because creative assets fell short.
02
The templates were inefficient to use.
The original templates required lots of copywriting and endless image searching which placed a burden on the short-staffed team to create assets.
02
The templates were inefficient to use.
The original templates required lots of copywriting and endless image searching which placed a burden on the short-staffed team to create assets.
03
There were uneffective sections and elements.
In my research, I focused on finding sections and elements that were not performing well. My goal was to optimize and improve these components to achieve better results.
03
There were uneffective sections and elements.
In my research, I focused on finding sections and elements that were not performing well. My goal was to optimize and improve these components to achieve better results.
Research & Findings
Research & Findings
I analyzed the existing
email template to study
what was working and
what could be improved.
I analyzed the existing
email template to study
what was working and
what could be improved.
Based on the surveys of families with a loved one in a senior care community, 54% reported that they only hear about emergency situations. 65% of families reported that they want regular updates about their loved one’s day-to-day life, and 70% of the families reported they preferred communicating via smartphone.
Based on the surveys of families with a loved one in a senior care community, 54% reported that they only hear about emergency situations. 65% of families reported that they want regular updates about their loved one’s day-to-day life, and 70% of the families reported they preferred communicating via smartphone.
The Solution
The Solution
I created wireframes focusing on versatility and clickable elements.
I created wireframes focusing on versatility and clickable elements.
When I created the wireframes for the email redesign, I focused on creating a template that was dynamic so it could accomodate various content and creating clickable elements for maximum user engagement.
When I created the wireframes for the email redesign, I focused on creating a template that was dynamic so it could accomodate various content and creating clickable elements for maximum user engagement.
01
Versatile Template
The new email template has new branding and a dynamic design. It is made up of reusable components that can handle different types of content, making it easy for the team to create.
01
Versatile Template
The new email template has new branding and a dynamic design. It is made up of reusable components that can handle different types of content, making it easy for the team to create.
02
Clickable Elements
I made elements clickable by enlarging the hit area and strategically placing key elements at specific sections to maximize user engagement.
02
Clickable Elements
I made elements clickable by enlarging the hit area and strategically placing key elements at specific sections to maximize user engagement.
The Results
The Results
Clickthrough rate improved by 200% and engagement increased by 150%
Clickthrough rate improved by 200% and engagement increased by 150%
I was very happy with the results. The season launch template saw a clickthrough improvement of 200-300%. The adult/youth program emails brought 150% increased engagement.
I was very happy with the results. The season launch template saw a clickthrough improvement of 200-300%. The adult/youth program emails brought 150% increased engagement.
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