Optimizing Email Engagement & Performance
While running a marketing campaign, I identified a performance gap in HTML emails. Despite their visual appeal, they underperformed in open rates and replies. At the same time, the company’s newsletter needed a refresh to improve readability, engagement, and sponsorship integration.
While running a marketing campaign, I identified a performance gap in heavily designed HTML emails. Despite their visual appeal, they underperformed in key engagement metrics such as open rates and replies. Additionally, the company’s newsletter needed a refresh to improve content delivery, drive engagement, and integrate sponsorship opportunities more effectively.
The challenge was twofold:
Improve direct email engagement without sacrificing brand identity.
Redesign the newsletter for better readability, personalization,
and monetization.
Before
The image below shows the design before execution and testing.
Front cover
To optimize email performance, I led a two-part strategic revamp:
A/B Testing Text-First Emails, I conducted an A/B test to compare:
Variant A: Visually rich HTML email with multiple images and CTA buttons.
Variant B: A text-first, minimally formatted email designed to feel more personal and direct.
Responsive Newsletter Redesign, I designed a fully responsive newsletter template that:
Delivered curated editorial content and personalized recommendations.
Integrated white papers, webinars, sponsorship opportunities, and industry events.
Ensured seamless readability on both desktop and mobile devices.
Optimized Deliverability:
Removed excess imagery and heavy formatting to reduce spam filtering.
Enhanced Readability :
Kept the tone conversational and content scannable.
Mobile-First Design:
Ensured a clean, responsive layout for accessibility.
Balanced Content & Monetization:
Streamlined editorial integration with sponsorship visibility.
A/B Testing & Iteration:
Used real-time feedback to refine both direct emails and newsletters.
This project reinforced my belief that great design isn’t just about aesthetics, it is about clarity, performance, and aligning with user behavior.
Email design after
The image below shows the design before execution and testing.
Desktop version
Mobile
