I led the design and optimization of email marketing campaigns for Dorna Sports, focusing on MotoGP and WorldSBK audiences.
By implementing user-centered design principles and conducting A/B testing, we achieved significant improvements in user engagement and conversion rates.
Context:
Dorna Sports aimed to increase user engagement and conversion rates through their email marketing campaigns. However, the existing emails lacked visual appeal and clear calls to action, resulting in suboptimal performance.
Problem:
Low engagement and conversion rates due to unappealing email designs.
Lack of clear calls to action and effective communication of content value.
Poor readability and usability of the email campaigns.
Objective:
Redesign the email marketing campaigns to improve visual appeal, readability, and user engagement, ultimately increasing conversion rates.
Responsibilities:
Conduct comprehensive analyses of the user experience with email campaigns.
Design visually engaging and functional email templates.
Optimize email content and structure to enhance readability and usability.
Research:
Conducted user experience analyses to identify pain points and areas for improvement in the existing email campaigns.
Collected and analyzed data on user engagement and conversion rates to inform design decisions.
Design:
Created interactive prototypes and email templates to serve as the foundation for visually appealing and functional email campaigns.
Designed visually engaging layouts that effectively communicated the value of the content, including:
Clear calls to action to guide users toward desired actions.
Improved readability and usability through optimized content structure and design.
Implemented A/B testing to evaluate different design approaches and determine the most effective solutions.
Implementation:
Collaborated with the marketing team to implement the redesigned email campaigns.
Monitored user engagement and conversion rates post-launch to measure the impact of the changes.
Impact:
Increased user engagement: The visually appealing layouts and clear calls to action captured users’ attention and encouraged interaction.
Higher conversion rates: The optimized email content and structure led to improved conversion rates.
Enhanced user satisfaction: The improved readability and usability of the email campaigns resulted in higher user satisfaction.
Key Learnings:
Visual appeal and clear calls to action are critical for driving user engagement and conversions.
User experience analysis is essential for identifying pain points and guiding design improvements.
A/B testing helps determine the most effective design approaches.
