Redesign a triggered email
Duration: 3 weeks
Role: Lead Design Strategist, Copywriter, Project Management
Duration: 3 weeks
Role: Lead Design Strategist, Copywriter, Project Management
Project Overview:
The registration series stands as one of the most critical communication assets we produce for our esteemed customers. However, it has historically faced challenges, with CTRs hovering between 3-8%. Given the significance of this component for both the Castlight Health brand and the various white-label brands launching, a reimagining was in order, and this responsibility fell into my hands.
In close collaboration with our talented in-house designer, we worked diligently to breathe life into our vision, crafting a design that harmoniously combined visual allure with optimal user-friendliness. The outcome was a stunning and engaging interface, sure to capture the attention and interest of our users.
Executing the implementation with our adept development team was a seamless process. The revamped email was deployed without a hitch, ensuring a smooth user experience and heightened performance.
You can find my research, data analysis, insights and planning process for the Castlight Health Registration Email Series strategy here: https://app.milanote.com/1NxPX61yCHNF7A?p=yqiPhkFvPNO
Here are the results from comparing the old (left) and new (right) emails:
Email Series - 1 - Value Props focused
Email 1 - Old design
Email 1 - New design
Email Series - 2 - Rewards Incentive focused
Email Series - 3 - Program Feature focused
Users with the feature Care Guides got a more personalized version of email 3:
Email Series - 4 - Testimonial
I decided to add one extra series because the data showed that users were clicking through emails 2 and 3 more. I wanted to test out a new tactic where users can hear from another user rather than us.
