Improving workflow and email referral traffic at Lentiamo

The problem

With 17 different online stores and 15 different languages, there was too much manual work. During a single year we would have 80+ marketing campaigns. Frequently mistakes would occur when emails with mixed languages were sent.

The outcome

Automated email templates, that cut the time for preparing banners in half. Improved email referral traffic to the website. Refreshed contemporary look that aligns better with the branding of the company.

My role

I was in charge of the end-to-end design process and collaborating with the developers.

Inventory

Less than 5% of subscribers used the link at the top right corner “Go to website”. 

Less than 3% of subscribers were using the navigation menu.

About 36% of the subscribers who entered the website, through our newsletter, would do so by clicking on the banner. The banners, however, were very time-consuming to prepare (17 different languages and 2 different formats for desktop and mobile).

The CTAs often would be the same, and both would be displayed as “Primary”.

Most of our customers participate in the “Bonus” program, but less than 6% used the link at the upper right corner as it didn’t indicate in any way that it is clickable.
 

About 1% of subscribers who opened the newsletter, would click on the blog articles. 

Plan

  1. Remove the navigation menu.
  2. Remove “Go to website”.
  3. How can the bonus program be more attractive?
  4. How can we spend less time on banner creation and minimize mistakes?
  5. Make sure buttons are strategically used.
  6. Remove blog posts.

Bonus program

After a quick brainstorm session, together with the Digital Marketing Manager, we decided to do a banner that shows the current status of the customer’s bonus points. The banner included a button that also helped the users to understand that they can interact with the banner. 

Banners

We already had a template for the static banners that massively shortened the preparation time from about 2 hours per campaign to 40 minutes. But I knew I can do it faster, without compromising the  quality. I decided to split the banners into 2 part  – 50% of the banner would be text and 50% would be a PNG image. That meant that the designer had to create only 2 .png images (one for desktop, one for mobile). Further more that meant that the user can still read our message, even if they have blocked images when using mobile data.