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

1. THE ART OF EMAIL

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. Do you think only Personalization, Segmentation,
Reactivation & Subject lines are important?
What about Email Design?

4. (RE)DESIGN AS
STRATEGY

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. THE RAIL NATION CASE
How we improved (a lot) the revenues and
reactivation by revamping the design
of our emails

7. PRODUCT: A browser game for strategy gamers
& railway/trains fans

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. HOW DID IT LOOK LIKE BEFORE?

10. SO WE STARTED CODING AND TESTING

11. AFTER: All new & clean
 Respecting the brand guidelines
 Clear message and CTA
 Localized in 19 languages
 Responsive (hybrid)
 Animated

12. OUTLOOK FALLBACK

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. SO WE DID THE SAME FOR OTHER CAMPAIGNS

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. Apple iPhone Gmail Apple iPad
Outlook Apple Mail Yahoo Mail
EMAIL CLIENT MARKET SHARE (2018)

17. REVAMPED ALL MAJOR CAMPAIGNS/TEMPLATES + added Interactive elements

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. Launching a new product?
How about giving the user a hands-on
perspective directly from the email?
THE POWER OF
STORYTELLING

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. 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. 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. Thank you!
Questions?
You can follow me online:
raduneag
Or write me:
raduneag@gmail.com