When COVID-19 hit hard last year millions of Floor & Decor email subscribers found themselves stuck at home and ready to renovate. More than ever it was important that we seize the opportunity to inspire & educate homeowners and PROs through personalized email experiences. Working as the lead designer our goal with email communications is to provide inspirational & valuable content that links back to the store and online shopping experience.
Email Design Challenge:
It was found that more than 60% of consumers preferred email for commercial communications. To our customers it’s simple: when done right email adds value and encourages a more deliberate interaction. Arriving on the creative digital team there was a very loose design execution process in place due to the high turnover in the position. Three different agencies were developing and deploying emails; each one had their own interpretations of how the brand should be designed to the two specific audiences.
Lack of Process
Customer were receiving emails that lacked personalization and cohesiveness. Due to the lack of process email development time took longer to execute. I was tasked with creating a work process to cut design and development time. In addition I was challenged with making sure all email creative-strategy aligns with in-store, web, social and other omni-channels.
Increasing Engagement with Motion Design
To improve email engagement we increased the use of subtle animation. By creating email compatible design assets and making simple updates to templates we were able to optimize existing emails for personalization ie. PRO Welcome series customer journey and Homeowner Design appointment emails.
Hard Work Pays Off
The email program was able to triple its goals for 2020, resulting in a 122% increase in attributed revenue. In addition by improving the Design Appointment Follow-up Journey emails we were able to encourage Homeowner’s High Value Actions via email increasing revenue by 14%. By creating a brand new PRO Welcome series customer journey, the final results were astounding.
Final Results Included:
Increase Design Appointments
Decrease shopping cart abandonment
Increase High Value Actions
Increase Overall Open Rates
Increase Click-through rates