Emails sent to shoppers who abandon purchases are especially effective for bringing back those with a high intent to buy. Hotwire migrated its emails to a new platform and updated the very stale creative. The good news was a more modern design and new functionality for greater personalization. The bad news was a sharp decrease in click activity.
I did a UX review to see how we could make the email more compelling and helpful. After competitive analysis, I did a usability and content review of the email versions. I studied analytics data, surfaced trends in user behaviors, and examined customer types by a number of segments. Based on qualitative and quantitative knowledge of the user, I mapped customer concerns at different points in their journey with content we could deliver to them. This formed the basis of my recommendations.
The first phase of these recommendations has been launched, with modest but steady gains.