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Best Email Newsletter for Marketing Purposes:
Gold Consumer
HP Home & Home Office Store Newsletter Redesign
Brand/Client Side Team:
Victor Chemtob, Britt Cutsforth
Vendors/Agencies:
Yesmail
MarketingSherpa Summary - Why They Won:
It's great when a newsletter redesign works, and this one worked unbelievably well.
The redesign was approached with careful review of click map data and the creation
of multiple designs. What's most impressive is how this newsletter drove sales,
and all indications are that it will continue to be a regular sales generator.
From Their Nomination Form:
The Yesmail Creative Services and Professional Services teams began the redesign by
analyzing past message performance. By reviewing click map data and previous test
results, Yesmail determined what was being clicked and what wasn't. The team built a
prioritization of these individual pieces based on this click map data. Multiple
designs were created and presented to HP, each addressing the creative goals. The
new HP Home & Home Office Store's newsletter achieved success from the following
strategies: Theme, Building blocks, Product images, Left visual navigation, Product
grid. The overall newsletter redesign produced greater open and click rates.
Including the additional visual navigation bar in the left column had the greatest
impact, increasing unique click rates by 28%, and more importantly, overall message
revenue by 44% in the initial newsletter deployments. Six months after this new
navigation was implemented, the visual navigation continues to drive click throughs,
as many as 2.5 times the clicks on the original top navigation. Adding the left
navigation bar with icons was one of the bigger tests and revenue wins for 2007. The
product grid also dramatically increased sales on the accessory products, with some
accessories actually outselling featured products in the body of the message despite
their placement at the bottom of the message. For the 2007 financial year, the overall
HP Home & Home Office email program growth achieved 136% of revenue estimates, and
the newsletter redesign undeniably played a large part in this growth during the second
half of the year.
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