Case Study: Email Marketing Optimization
Role: Email Marketing Director
Challenge
The existing emails were long, text-heavy, and poorly structured. Calls-to-action were buried, and layouts didn’t adapt to mobile screens where most opens occurred.
As a result, engagement was low, click-throughs lagged, and campaigns failed to generate quality leads.
Overview
Texas leading commercial vehicle dealership, needed to improve their email marketing performance. Campaigns were inconsistent, difficult to read on mobile, and underperformed in engagement and conversions.
As Creative Director, I rebuilt their email strategy with a focus on design, user experience, and measurable ROI.
Approach
I redesigned the emails with a UX-centered framework. Content was simplified into scannable sections with clear headlines. Calls-to-action were emphasized with buttons and action-based copy.
Dark-mode compatibility was added for accessibility. I tested performance with A/B campaigns, comparing the old text-heavy version against the new design.
Design Process
UX-Centered Email Redesign
I redesigned the emails with a UX-focused approach. Content was made scannable with concise headlines, supported by a clear visual hierarchy.
Calls-to-action were emphasized with high-contrast buttons, and the layout was optimized for dark mode to ensure accessibility across devices.
Tools Used
The campaigns were designed in Adobe Creative Suite and built using Constant Contact. I integrated analytics from Constant contact Analytics and CRM reporting to track engagement, clicks, and conversions. These tools provided a full view of performance and allowed data-driven optimization.
Results
The redesigned version increased click-through rates by 35% and improved open rates by 20%. Conversions rose by 28%, while mobile bounce rates dropped significantly. Campaigns achieved open rates as high as 67.2% (3x industry average) and CTRs of 20–25% (5x average), generating 100–250 qualified clicks per campaign with unsubscribes below 1%.
My Email Design Work
Business Impact
Beyond vanity metrics, these improvements translated directly into sales opportunities. The optimized campaigns supported the sales team with a steady flow of high-quality leads, strengthening pipeline efficiency and revenue potential. Email shifted from an underperforming channel into one of HBS’s most reliable growth drivers.