This post highlights an email redesign for the brand dropps.
Like many other great consumer packaged goods brands, their website is generally clean and easy to navigate. But that’s also why their welcome email stood out like a sore thumb when we first saw it.
Here are a few quick observations:
- It contained a hero image that didn’t feel compelling.
- There is a ton of texts that virtually no one is going to read.
- The 20% off offer is extremely easy to miss.
These items, and more, impact the customer’s ability to digest the email and take the desired action.
Below you will find the before email as well as our redesign.
Brands have plenty of time to educate customers on their values during the customer journey, but for most brands, giving the customer what they are looking for in a welcome email should be the primary focus.
And in this instance, it’s the discount code. That’s why we’ve opted to make it front and center and less hidden amongst a bunch of copy.
The original email had bloated copy explaining how the brand is good for oceans and the environment. We’ve drastically shortened that by simply saying, “Good for you. Good for the planet.”
Within a two-second glance, the customer can see the discount code and also take away that the brand is eco-friendly. Get in. Get out. You have later opportunities to share your life story.
The testing process for this email would look something like what’s seen below.
- Variation A: original email
- Variation B: updated email
Assuming Variation B wins from test one, the next test would be:
- Variation A: original redesign
- Variation B: updated redesign that includes collection blocks
The thought with Test Two, Variation B, is that the collection blocks may help increase the overall click rate of the email.
Regardless of your opinion, when doing an email redesign, always test and let the data do the talking.