Email Marketing User Test - Case Study
Goal: This case study was conducted to understand out why Embrace's old emails performed better than the new designed ones. This test had three iterations all performed as an unmoderated test on Usertesting.com.
Goal: This case study was conducted to understand out why Embrace's old emails performed better than the new designed ones. This test had three iterations all performed as an unmoderated test on Usertesting.com.
Unmoderated Test #1: A/B Test Old Email Design vs. New Day 1
I complied the user's responses and created two affinity maps. One for the control group the other for the re-design.
Control A Day 1 Affinity Map
Email Re-Design Day 1 Affinity Map
Results: User's preferred the re-design to the old, however according to the analytics more users clicked through the old design. More testing is needed to gain better insight
Unmoderated Test #2: Direct Comparison Nose-to-tail Redesign and Wellness Redesign A/B Test
We decided to take the second test in a different direction. Instead of comparing Day 1 or email journey's we tested directed email redesigns. We did a direct comparison from old to new email for our Nose-to-Tail Email and Wellness Email to gain further insight.
Nose to Tail user results and affinity map
Wellness email user results and affinity map
Results: Users liked the copy of the old email but preferred the design of the new. Users suggested combine parts between the old email and re-design.
Lastly, a third user test was conducted. This test was to determine if the users didn't like the design or just the copy of the new emails
Lastly, a third user test was conducted. This test was to determine if the users didn't like the design or just the copy of the new emails
Unmoderated Test #4: Design Evaluations for four of our re-designed emails
Stat Email user results and affinity map
Emotional Email user results and affinity map
Pre-Existing Conditions Email user results and affinity map
Covered not Covered Email user results and affinity map
Popular email components
In conclusion, the while users liked the new designs, they did not like the more personable copy form them. They preferred a more professional tone, especially when it comes to the more serious topic of pet insurance.
Based off of the data, I created a repository of email components that users responded to, to create more effective campaign emails. The first email campaign launched was the re-design of the Nose-to-Tail and Wellness emails combining elements of both the old and first re-design. New designs saw an increased click through rate.
Based off of the data, I created a repository of email components that users responded to, to create more effective campaign emails. The first email campaign launched was the re-design of the Nose-to-Tail and Wellness emails combining elements of both the old and first re-design. New designs saw an increased click through rate.
Nose-to-tail Email
Wellness Email
