The easy-to-use templates, which incorporate scalable email design, enable CharBroil to mix and match (i.e. reorder and remove) stackable content sections from one campaign to the next. These stacked blocks streamline text while the scalable design coded in the template ensures all objects within the email are properly aligned and proportional to one another in any mobile or desktop environment.
Yes Agency Services’ creative team outlined additional mobile-friendly design techniques that Char-Broil could implement in a handy email style guide. In the guide, the creative team established character limits for brand headlines and other copy, and included standardized sizing for text, images and buttons. Once CharBroil employed Yes Agency Services’ recommendations, copy was larger and more readable while call-to-action buttons could be clicked more easily by mobile users with 44-pixel sized fingertips. In addition, Char-Broil started including ample negative space in its emails to avoid cluttering the limited size of some subscribers’ device screens.
Char-Broil’s early email campaigns were very image-heavy and even their calls-to-action were image-based. As a result, they were often hard to identify and click with “images off” as the default setting for many mobile and desktop clients. By not designing messages with its screen-shifting audience in mind, Char-Broil was missing out on the opportunity to engage a sizable portion of its subscriber base.
After consulting with the Yes Agency Services creative team for guidance on its marketing strategy, elements in Char-Broil’s emails such as the navigation bar were visible with “images off,” providing an optimal mobile viewing experience for subscribers. This improvement, along with the scalable design implementations, significantly boosted engagement with Char-Broil’s email marketing campaigns. For starters, the click rate for Char-Broil’s newsletter, Sizzle on the Grill, increased by 11.8% while the click rate for the brand’s ‘Offers’ program improved by a dramatic 44.4% after the redesign. What’s more, Yesmail’s Account Management team recommended that Char-Broil deploy a ‘Welcome’ program, an entirely new message series, intended to supplement and enhance the brand’s ‘Offers’ initiative. The ‘Welcome’ series outperformed existing programs by a wide margin –after launching it, Char-Broil achieved an open rate of 49.7% and a click rate of 18.6%, compared to the ‘Offers’ program average open rate of 18.0% and average click rate of 3.05%. The ‘Welcome’ program served as an activation campaign and was designed to engage subscribers early on, have them convert, and encourage customers to keep in touch with Char-Broil. In turn, the brand would see increased and recurring revenue.
Old newsletter in images-off mode (left) New newsletter in images-off mode (right)