Increasing Email Engagement

Each week, I designed, produced, and sent two emails to both the retail and wholesale lists, as well as special promotions. I selected groups and items for the retail email based on sales and inventory trends. For wholesale, I collaborated with the sales team to determine groups and styles to promote.

Before my tenure with Lip Service, they sent a template grid and had anemic engagement. My first change was to switch to custom hero-section style graphics matched to the groups’ visual themes.

By using elements of existing catalog and social media graphics, I was able to implement this dramatic design upgrade without increasing the cost of production.

Then I used first access to contests, popular product reveals, and discounts to drive higher subscription rates by dedicated fan bases. Even after a cull of inactive addresses, we gained tens of thousands of new subscribers.

My strategies raised the opening rate percentage from 30s to 50s, with an increase in average click-through percentage from low single digits to teens