EMAIL CAMPAIGNS
I found a special opportunity at Escape Climbing to improve the user experience, readability, and overall brand messaging through our email marketing strategy.
Through these changes, there was close to a 2x jump in sales through our standard email campaigns.
THE ISSUE
When I first joined the Escape team, the only guideline we had in our emails was the gray rock-inspired background, and the white header logo.
Emails were often created without a streamlined process, making it feel like a heavy lift for whoever was developing it.
PROCESS
Without knowing much about email marketing campaigns, I wanted to start from the ground up, developing digestable, streamlined emails to boost the company image.
Through trial and error, I learned how to use HTML effectively, communicate with our audience in a way that spoke to them.
PROBLEMS
A key issue that rose when making new campaigns was how the image blocks would stack for mobile preview. Instead of stacking next to each other, fitting 3 or 4 in a row on desktop, stacked vertically into whole images.
At first, when I didn’t know about coding tips and tricks, I tried using image blocks from Adobe in the email. This had 2 main catches: the block had to all be linked to the same URL, and it took a significantly longer time to load than other, smaller blocks.
This issue required some research, and is how I found my way to HTML. In order to argue the automatic stacking, you have to produce a code that counteracts it.
Once the code was applied, I was able to view several items in a row on both mobile and desktop, as well as control things like brand font, spacing, URL’s, and more.
Through this adjustment, the user experience on our emails saw a significant improvement. Readers are now able to click and find one specific product, not a family range, and don’t need to scroll excessively to get there.
