We designed and developed an effective and fully responsive email marketing campaign to maximise open and click through rates and generate new business leads.

Challenge

We were tasked with designing and building an ambitious email marketing campaign for between 2,000 and 2,500 targets made up of external clients and potential new customers and brokers. The campaign needed a design and development refresh to maximise response, as analysis of the previous one had revealed that 20% of users were using mobile devices and not getting the full experience with their previous, non-responsive emails.

Solution

We designed and built 5 different variations of the email for the different loans our client offers, with colour, lead image and text changes for each of them.

The new designs allowed Smart Money Loans to show more financial information than previous campaigns in a visually engaging way. The new look and feel was conceived to hook existing customers used to receiving the email, while the fully responsive design ensured that all recipients were able to read the email regardless of platform or email client.

Inspirational lifestyle hero images are followed by financial information presented in a clear and concise way, with a friendly call to action in the top banner of the email. Playful icons help the reader focus on the most important information therefore triggering a decision more quickly.

We integrated the designs into an email campaign management system so our client could update the information themselves, add whole pre-built sections, gather results and make modifications quickly and easily. Image responsiveness was also considered as any images uploaded by our client would automatically resize and scale down if required.

On mobiles the information and the box features stack, while the font size increases to improve readability on smaller screens. We used the same non-retina secondary images on both desktop and mobile versions, an approach that keeps email download time down and maximises open rates. Click through rates for the new email marketing campaign have also been encouraging.