how dell simplified email template design to improve...

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

JESSICA VOGELGlobal Marketing ConsultantDell, Inc.

Jessica VogelGlobal Marketing ConsultantDell, Inc.

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Reference 2013 Dell presentation – what they were doing then

In 2014

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Creative complexity

Carousel Social FeedAdaptive ContentLive Email VideoAnimated GIFs

COMPLEXITYLow High

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Creative complexity

Carousel Social FeedAdaptive ContentLive Email Video

COMPLEXITYLow 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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Lift in clicks was significant but not large.

Consumers were more likely to engage with the hero when moving the top navigation to the mega-footer.

Results: Clickthrough rate

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Revenue lift is where we saw double-digit growth. Those who clicked were more likely to convert.

Results: Revenue

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The mega-footer did correlate to an increased opt-out rate, but it’s not a great concern.

Results: Unsubscribes

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Test ideas• Creative Treatment to revenue-driving navigational elements like “Dell Outlet” or “Deals”

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Test ideas• Creative Treatment to revenue-driving navigational elements like “Dell Outlet” or “Deals”

• Highlighting the navigational pod with the corresponding hero topic

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Test ideas• Creative Treatment to revenue-driving navigational elements like “Dell Outlet” or “Deals”

• Highlighting the navigational pod with the corresponding hero topic

• Test including key CTAs in the header like “Coupons,” “Advantage Rewards” and “Financing”

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Test ideas• Creative Treatment to revenue-driving navigational elements like “Dell Outlet” or “Deals”

• Highlighting the navigational pod with the corresponding hero topic

• Test including key CTAs in the header like “Coupons,” “Advantage Rewards” and “Financing”

• Leverage the header space for animated GIFs (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.

Thank youJessica VogelDell, Inc.