This was the test pilot email with only minor customizations to the CTA color. It was similar to the old email template in layout but used an illustration instead of a stock photo and greatly reduced the amount of copy. It tested neck-and-neck with the original email, encouraging us to keep making improvements on the design and to keep testing.
This was a concept for a second template variation, where we would move the headline and CTA up directly under the logo and use the entire space as an engaging area for an image. The placeholder copy was meant to guide the copywriters in a more casual, engaging direction with our audience.
This was a variation of the second template, showing how it could be easily customized by swapping out hex codes and images to make a completely different template. Since the internet is moving in the direction of personalization and segmentation, I wanted this email to be sent to people who were in a specific segment and would find a template like this incredibly useful.
The following images are a few examples of the research document I pulled together before starting this project.
About the emails
Leadpages was looking to up its marketing email game in order to increase clickthrough rates and build a more engaging relationship with its customers. The original email designs were very templated and hardly varied in appearance, using almost exclusively impersonal stock photography. The redesigned emails focus less on representing the email's message with literal, repetitive stock photo interpretations but rather on providing visual variety and more conceptual graphics that coincidence with more engaging copy.
The redesign process began with research, looking around the marketing space for facts and figures, seeing what has worked and what hasn't, and getting an idea of how strong brands engage with their audiences via email.
The templates were designed to be easily customizable using liquid variables, swapping out hex codes and images to create unique emails in little time.