“Dell switched [its] email service provider … As we switched partners and major processes, it [was] a really pleasant time to go back and reassess some things that have been in place,” she said.
The team was trying to find ways to promote across the board as they were recoding email templates “and, of course, seeing for ways to optimize or enhance the template to have it get a renewed, freshmailing address example philippines look and enhance all of our key performance indicators, if possible,” she said.
The precise goal they recognized for the effort covered in this case study was to determine the significance of advancing the exemplary email’s top navigation.
It’s a petite change for such a huge company, but the team wanted to drill down to minor aspects to see if they could be a catalyst for greater amendments.
According to Vogel, the team questioned, “You’ll see various brands constitute or organize navigation within their email template, but why? Is it really a ‘best practice’?”
Previously, there was a lot of attention on ensuring a similar email-to-site experience, she added, “but our hypothesis was that moving the customary top navigation to the email footer could lead to greater hero engagement, and eventually increased performance.”
Historically, she said, the header had acquired a lot of browsing clicks, and the objective was not to shake off those clicks but regenerate them to drive better traffic further down the purchase path to a better converting page.
“We have since appareled some innovations like HTML5 video, adaptive content [and] animated GIFs … but was there an occasion to reassess the basics and redirect browsing traffic to converting traffic,” she said.