Revolve: Creating Engaging & Revenue-Driving Emails

Revolve: Creating Engaging & Revenue-Driving Emails

Project Summary

Date
11 May 2017
Client
Revolve Clothing
Category
Tags

The Mission

The simple truth is: when shopping and consuming digital content, consumers want the most relevant information, and they want it delivered quickly. This is especially true when it comes to the realm of email inboxes, and users will unsubscribe if your emails don’t provide relevant products and visuals in a clear, concise way. My mission as a graphic designer at Revolve was to design beautiful, thoughtful, and engaging emails informing their customers of products they would love to purchase.

The Outcome

We created emails with beautiful layouts and dynamically displayed products, which lead customers to our site, ready to purchase. These layouts were then used by the Digital Design team as templates for nearly every customer-facing email sent by Revolve since 2017.

The Impact

Since the Dynamic Content launch, bounce rates dropped, conversion rates more than doubled, and the quality of leads overall are more educated, better qualified, and ready to buy.

My Role

I conceptualized, designed, and built emails with beautiful layouts and dynamically displayed products, which lead customers to our site, ready to purchase. These layouts were then used by the Digital Design team as templates for nearly every customer-facing email sent by Revolve.

Dynamic Email Content Matters

While working as a designer at Revolve, I requested to and began attending the Retention Marketing meetings so I could better understand the methods used to keep our customers in the funnel. I took my learnings from these meetings and formulated a concept that I believed could solve a significant problem: Static, uninspired emails were not resonating with the customer, and retention revenue was stagnating. I realized that communicating personalized information to each customer could dramatically improve their engagement. My theory was that if it were possible to present the most relevant products to each customer, they would be more likely to purchase. I began to play with using HTML to dynamically display products within emails based on the user’s favorites, browsing history, and related products.

Collaboration
in Action

During my brainstorming process, I taught myself HTML and CSS so I could work on my concept quickly and efficiently. After creating a proof of concept, I pitched the idea to the Director of Retention Marketing, and she loved it. I was given the green light and finished writing the source code for the project while working directly with software engineering to ensure everything was airtight.

The Gamble

While this was happening, Revolve onboarded a new email service provider with more flexible dynamic coding options. This enabled the team to implement the concepts introduced above from the ground up. I was invited to be a part of the launch team as a consulting designer since I had come up with one of the key concepts they would be integrating. After a month of planning, preparation, and meetings, we launched the transition and transferred our entire database to the new provider. I provided my designs and layouts as templates to the Digital Design team after helping the User Experience team code the emails.

The Gain

In the end, Revolve sends the best, most relevant content to their subscriber base with lower bounce rates, better conversion rates, and high-quality customer leads with intent to purchase.

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Credits

Creative & Art Direction
Jenny Ryf Doucedame, Lindsay Cummins, Cassidy Burton

Marketing Direction
Jeniffer Fan

Creative Consulting, Digital Design, HTML/CSS
Christopher Hapner

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