Budget Dumpster Holiday Emails
Visual Design | Coding
Emails started in 2013 and ran until late 2016. You can see the evolution of the content, specifically how to use the coupon, and additional reading opportunity that linked direction back to the blog. The content portion of the emails were very popular, with a high click rate. However, the emails were discontinued when data showed that not many people were calling to order the product. GetResponse and MailChimp were two platforms that were used through the years.
Many A/B and even some A/B/C tests were done on these emails to help us determine the best ways to reach our audience. Tests include subject line phrasing and emoticon inclusion, blog content inclusion, how the content was laid out within the email, imagery, discount amount, days of the week when sent out, a preview email to let the audience know an email was coming, etc. Each learning we applied to our next campaign.
Happy Holidays.
This early design from 2014 was and still is one of my favorites. The colors of the lights changed colors and the email was sent as a gif. You can see the example of that below. The email was split into multiple parts for load time and for multiple direct linking opportunities.
St. Patrick's Day.
St. Patrick's Day 2015 - for a long time we had just put 'mention this email' on our campaigns we sent out. It wasn't until customers were saying they got an email when no current campaign was running that we needed to add a 'keyword' or phrase, similar to what e-commerce does when checking out.
4th of July.
In this design from 2016, you can see the inclusion of blog content towards the bottom of the email as well as the keyword for the discount. The content had a very high click through rate and would be selected due to they're relevancy to the season, or relevancy to the holiday/upcoming holidays.
And just to clarify, while the design was complete, it was not sent out with the 888-8888 number. That was simply dummy text.
Other Emails.
In addition to usual holidays, we also sent out emails when a potential customer would fill out forms to get a quote from the company. Within this email were discount opportunities and calls to action to help encourage a potential customer to make a phone call. Emails were also sent out when special content on the site was published, which was one of the most successful emails in the history of the brand in terms of open rate. If my memory recalls, it was as high as 30%.