Redesigning an email campaign using Mailchimp

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This project involved creating a new email template/campaign for the Kwantlen Marketing Association. Version 1 (the initial campaign) was a pre-created, one column design. The campaign lacked distinct call to actions, included a large amount of text in a large font and included imagery/buttons that were not needed.  Additionally, with a dark design comes less readability and less opportunity for conventional design elements.

 

With the first revision (Version 2) I decided to go back to square one and start from scratch; a simple, clean one column design with sidebar which included a branded header, visible URL and clearly defined social icons.

 

This worked however the team felt a smaller, more simple branded header would prevail; which can be seen in Version 3 (current version). Opening up the width of the campaign also helps facilitate images/text without creating an obnoxiously long email.


2 Comments

Amanda says:

April 21, 2014 at 3:24 pm

Aaron – what did your metrics tell you? Did click throughs improve from one version to the next?

abhawan says:

April 21, 2014 at 3:40 pm

Open rates increased by 5% while click through rate increased by 2-3%.

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