Email marketing with Fx Chocolate
The data proves that good design creates better outcomes
Fx had been in a email marketing rut, with a header image as the main focal element and a simple two column body design. As the art director for the Fx subbrand, I knew we could do a better job of standing out in our customers’ crowded inboxes.
After spearheading a research project into other brands’ communication efforts, I decided we needed to move toward a more image-based design approach. I set up a meeting with the company’s IT expert and confirmed that it was okay to move forward with image-based emails that also had robust alt-text for a solid image-to-text ratio and accessibility considerations. The challenge was to land high engagement rates without damaging deliverability.
My role
Design
Email Build
Software used
Figma
Klaviyo
Email redesign
Since the brand’s inception, email communication for Fx Chocolate was designed using Klaviyo. We were unable to use brand fonts and were restricted to 2-3 column layouts and uninspired designs.
After a few months of sending these new image-based emails, the data we pulled told the whole story: click through rates increased from 1.6% avg to 3.7% avg, and more importantly, attributed revenue increased from $262 avg to $474.
The new image-based design also saves hours of time and streamlines the build process because there is a single version for both desktop and mobile viewports.
Takeaway: The redesign I spearheaded doubled our click through rates and almost doubled our attributed revenue, while also elevating our brand’s look and feel.
Old email design
Email refresh
More examples
Email newsletter
Because Fx had several brand managers within a couple of years, the brand’s email marketing calendar was inconsistent, and our lists took a hit. In the interest of driving regular engagement, as a team we decided to start sending monthly newsletters.
Newsletters are tricky; the open rates are not great, and subscribers can lose interest quickly. Once again, I committed to researching the competing brand space and seeing how we could do better. Short and sweet was the name of the game, with small tidbits of useful information and lots of images. Our new, image-based approach would be perfect for this project. I tailored copy provided by our team writer to fit each month’s design, re-writing headers and sub-headers to fit perfectly.
Takeaway: The Fx newsletter averages a 40% open rate.
