Snapshot

Email is one of the most relied-on channels for brand engagement, but it’s also the toughest. Most consumers look at a non-critical, news-type email and say…”delete.” 

So when email marketers are competing for even 5 seconds of attention, the value to audiences has to be strong. 

In 2020, I was tasked with revamping a struggling newsletter, called the Snapshot, where opens and reads were steadfastly dropping each month. While I don’t only look to vanity metrics, the problem was clear: we weren’t capturing our audience’s attention, and giving them what THEY wanted or needed. 

After pouring through metrics and creating a plan, I translated the Snapshot into a whole new content-schema. What before had been long-winded “blog” style entries of user-stories, was now transformed into a snackable, headline-driven user experience. I also utilized UX/UI best practices to create a more arresting and visually- appealing brand cohesion— where the eye could travel easily down and digest info in a way that felt fun and easy. 

Result: 

The revamp instantly turned the Snapshot’s faltering engagement around: 

• Using A/B subject line testing, we got opens up to an average of 80% per month (the industry target is 65%).
• User time spent in the email stayed exactly the same (1:30), even though the content was ⅕ as long as before.

For the first time ever, audiences were truly engaging with the content. Before, the max percentage of audiences clicking deeper into content was 8%. With the new format, our monthly average skyrocketed to 27%.