Zerve’s product team tackled redesigning our consumer-facing emails. Emails had previously been simple HTML text-based communications. We transformed these into modern, stylized branded templates. Over the course of this project, I consulted with the engineering team extensively as we designed single-column responsive email templates. We pressure-tested the design with a variety of devices and email clients.
The goals of the project were to not only highlight the Zerve brand, but to also increase conversion on review request emails. Through extensive A/B testing, the product team was able to increase click-through rates on review request emails. Our overall conversion rate for reviews improved from 12% to 20-21%.
Example of the responsive “Welcome” email template that introduces consumers to Zerve’s offerings and services
The purchase confirmation email provided consumers with all the information they needed to attend their event, including a scannable QR code.
I worked with product management to provide different designs for the review request template. The ‘winner’ of our A/B testing of review email templates featured selectable rating stars as the sole call-to-action.
I simplified the design of our review response form when creating the new responsive template. Touch-friendly buttons were implemented for gathering valuable demographic information from verified customers.