Special events Amazon Devices emails
Background
The emails were designed using the multi-product layout.
The layout featured several products from most of Amazon Devices product lines. Those emails were long, loaded with images, logos and strike-trough prices.
Objective
Improve email CTR by:
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Optimizing to improve legibility on mobile devices
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Reducing cognitive load by limiting choices and simplifying visual complexity
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Maintaining curiosity by minimizing the volume of promo offers in the foreground
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Decreasing creative and production time
Action
I initiated the AB testing: long email version with featured devices vs single ECG showing bold and simplified deal on Black Friday.
On Saturday after the Black Friday, we sent out two email treatments for the Cyber Week promo. The animated gif with a dropping-down price triggered a record-high number of clicks.
On Cyber Monday, we sent to the customers traditional, long version of an email with featured devices. Although comparison is not direct due to different days of expediting those emails, there is a significant difference in CTR between a long and the short, animated version.
We continued testing long version versus single ECG’s, static and animated.
The animated treatment with a dropping-down price proved to be the most effective execution.
Results
Increased CTR by 92% +760bps (from average 8.2% to 15.8%)
Decreased opting out by 79% -30bps (from average 0.58% to 0.28%)
Increased value of an email by 80% +3000bps (from average $0.40 to $0.70)
These results were achieved by applying the following solutions:
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Simplifying and optimizing emails for mobile devices
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Ensuring the entire message can be viewed without scrolling
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Simplifying the sales message to one main call to action; the main message focuses on deals on all Amazon devices
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Using animation to convey the most attractive benefit
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Animating price drops to give customers a visual insight into the advantage they get
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Utilizing large typography and bold colors
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Using design to draw focus to the main sales message
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