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The Art of Email | Redesign as strategy - Radu Neag - Email Insider Summit Europe (Austria 2019)

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The Art of Email | Redesign as strategy - Radu Neag - Email Insider Summit Europe (Austria 2019)

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The Art of Email | Redesign as strategy - Radu Neag - Email Insider Summit Europe (Austria 2019)

  1. 1. THE ART OF EMAIL
  2. 2. Hello! I am Radu Neag EmailGeek & CRM Manager @ Travian Games Breathing email marketing daily - from strategy, design & coding to automatization and implementation. You can follow me online: raduneag
  3. 3. Do you think only Personalization, Segmentation, Reactivation & Subject lines are important? What about Email Design?
  4. 4. (RE)DESIGN AS STRATEGY
  5. 5. (RE)DESIGN AS STRATEGY – why design is important (too) By following the brand guidelines Increase open and click rates -> better conversion Design for engagement The 10m players of our games (Travian: Legends, Rail Nation, Goalunited LEGENDS) come from different generations. They registered years ago, but there are also plenty of new players. OBJECTIVE: Improve the layouts of the emails from flat and standard email templates and implement the latest design techniques (advanced CSS, interactivity, hybrid approach) to keep up with the games redesign and updates. FIT ALL INBOXES FRESH CONTENT IMPROVE KPIs
  6. 6. THE RAIL NATION CASE How we improved (a lot) the revenues and reactivation by revamping the design of our emails
  7. 7. PRODUCT: A browser game for strategy gamers & railway/trains fans
  8. 8. Where do Rail Nation players read/open the email? Analysis: openers of an email campaign (200k) which targeted the whole Rail Nation database
  9. 9. HOW DID IT LOOK LIKE BEFORE?
  10. 10. SO WE STARTED CODING AND TESTING
  11. 11. AFTER: All new & clean  Respecting the brand guidelines  Clear message and CTA  Localized in 19 languages  Responsive (hybrid)  Animated
  12. 12. OUTLOOK FALLBACK
  13. 13. 50% That’s a lot of money More clicks -> more conversions More players returned in the game OLD vs. NEW RESULTS? 8% 37% REVENUES UPLIFT ACTIVATIONS UPLIFT CLICK RATE UPLIFT Based on AB test, sent daily for 40 days
  14. 14. SO WE DID THE SAME FOR OTHER CAMPAIGNS
  15. 15. “ ■ In 2018, behind-the-scenes improvements came together to transform the entire email experience, bringing interactivity not just to the email message but also to the inbox itself—and turning both into conversion channels.
  16. 16. Apple iPhone Gmail Apple iPad Outlook Apple Mail Yahoo Mail EMAIL CLIENT MARKET SHARE (2018)
  17. 17. REVAMPED ALL MAJOR CAMPAIGNS/TEMPLATES + added Interactive elements
  18. 18. Click Rate Click to Open Rate Uplift 23% 35% OVERALL UPLIFT (~ 1 year, all campaigns) RESULTS – revamped campaigns (new vs. old): * Calculation made based on consolidated reports from each campaign
  19. 19. Launching a new product? How about giving the user a hands-on perspective directly from the email? THE POWER OF STORYTELLING
  20. 20. THE POWER OF STORYTELLING Click Rate Click to Open Rate Installs Uplift 45% 101% 98% RESULTS – storytelling email vs. classic promo email (product launch):
  21. 21. INTERACTIVITY + engagement + aspect + different > conversion Not working everywhere, but always possible to have nice fallbacks or send them to the webversion EXPLORE THE POSSIBILITIES OF EMAIL MARKETING
  22. 22. SUMMARY  IMPROVE / INCREASE revenues and reactivation by redesign -> it’s working;  ALIGN your design to the brand (images, color, fonts);  IMPLEMENT latest design techniques (if there’s no time/budget -> externalize);  TEST always (email clients, design approaches, copy, subject lines, ANYTHING);  BE CREATIVE, it never gets boring!
  23. 23. Thank you! Questions? You can follow me online: raduneag Or write me: raduneag@gmail.com

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