How Dell Simplified Email Template Design to Improve Engagement and - - PowerPoint PPT Presentation

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How Dell Simplified Email Template Design to Improve Engagement and - - PowerPoint PPT Presentation

Nov 28, 2022 104 likes •296 views

How Dell Simplified Email Template Design to Improve Engagement and Drive a Double-Digit Percentage Increase in Revenue Rate JESSICA VOGEL Global Marketing Consultant Dell, Inc. Jessica Vogel Global Marketing Consultant Dell, Inc. Reference

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How Dell Simplified Email Template Design to Improve Engagement and Drive a Double-Digit Percentage Increase in Revenue Rate

JESSICA VOGEL Global Marketing Consultant Dell, Inc.

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Jessica Vogel

Global Marketing Consultant Dell, Inc.

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Reference 2013 Dell presentation – what they were doing then

In 2014

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Creative complexity

Carousel Social Feed Adaptive Content Live Email Video Animated GIFs

COMPLEXITY Low High

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Creative complexity

Carousel Social Feed Adaptive Content Live Email Video

COMPLEXITY Low High

Animated GIFs Headers and Footers

Transformational Moment: Simple changes drive results too.

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Control: Navigation aligned with site experience

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Treatment: Navigation as recovery module

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The Test: Side-by-side

Header Text nav. Footer Icon nav.

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The Test: Side-by-side

Double Digit Increase in Revenue per Email

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Lif Lift in in clic clicks was as si significant but t not

  • t lar

large. Consumers were more lik likely to

  • engage with

ith th the hero when moving the top navigation to the mega-footer.

Results: Clickthrough rate

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Revenue lift lift is is where we sa saw dou

  • uble

le-dig igit growth. Those who clicked were more likely to convert.

Results: Revenue

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The mega-footer did id correlate to

  • an

an in incr creased op

  • pt-out rate,

but it’s not a great concern.

Results: Unsubscribes

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Test ideas

  • Creative Treatment to revenue-driv

ivin ing na navig igational l el elements like “Dell Outlet” or “Deals”

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Test ideas

  • Creative Treatment to revenue-driv

ivin ing na navig igational l el elements like “Dell Outlet” or “Deals”

  • Highlighting the na

navig igatio ional l po pod d wi with the the corr

  • rrespondin

ing her hero

  • top
  • pic

ic

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Test ideas

  • Creative Treatment to revenue-driv

ivin ing na navig igational l el elements like “Dell Outlet” or “Deals”

  • Highlighting the na

navig igatio ional l po pod d wi with the the corr

  • rrespondin

ing her hero

  • top
  • pic

ic

  • Test including key CTAs

As in n the the hea header like “Coupons,” “Advantage Rewards” and “Financing”

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Test ideas

  • Creative Treatment to revenue-driv

ivin ing na navig igational l el elements like “Dell Outlet” or “Deals”

  • Highlighting the na

navig igatio ional l po pod d wi with the the corr

  • rrespondin

ing her hero

  • top
  • pic

ic

  • Test including key CTAs

As in n the the hea header like “Coupons,” “Advantage Rewards” and “Financing”

  • Leverage the header space for anim

animated GIF GIFs (or (or “bugs”)

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Top takeaway

Don’t forget the bones of the email — a lot of business performance can be won or lost in the structure.

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Thank you

Jessica Vogel Dell, Inc.