Email marketing

After years of low opens and abysmal clickthrough rates, I led the charge to completely revamp Puppet's quarterly customer newsletter.

 

See the full email here.

Key results vs. previous send:

• +18% opens

• +600% clicks

• +533% CTR (1.9% vs 0.3%)

• +479% click-to-open ratio (8.1% vs. 1.4%)

Updates included:

• Changing the sender name from the company to our tech evangelist

• Organizing each section into skimmable subsections like "what it is," "why it matters," and "what to do next"

• Adopting a less formal tone throughout

• A/B testing subject line to measure the impact of the new tone on open rates

• Prioritizing immediate action through content and CTAs

• Reducing the overall number of CTAs to avoid reader fatigue

Work performed:

• Planning

• List segmenting

• Content creation

• Content editing and approval

• Graphic design