A solution to increase email engagement

Company

JCCSF

Role

UI Design
HTML/CSS

The JCCSF is a Bay Area cultural nonprofit focused on community building through high-profile performances, classes for kids and adults, and holiday events. After the organization rebrand, I was tasked with updating the email program. I took this as an opportunity to not only refresh the visual design of the templates, but also the template content and organization to maximize engagement with our users.

The Problem

Inflexible Template

Regardless of whether or not we had compelling copy or photos, each listing required a square image with a paragraph. Due to this rigidity, sometimes a unique event was marketed poorly because the creative assets fell short.

Inefficient to Build

The original templates required lots of copywriting and endless image searching, placing a burden on the short-staffed team.

Underperforming Components

Another key focus of my research was identifying underperforming components. Pinpointing these elements brought focus to testing new solutions.

The Solution

Fluid Template

The new email template incorporates the new brand with a dynamic design. It’s built out of reusable components and accommodates a variety of content, making it easy to produce by the team.

Make it easy

Key clickable assets were strategically placed to maximize engagement.

Results

The season launch template saw a clickthrough improvement of 200-300%. Expanding this design to the adult/youth program emails brought 150% increased engagement.