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E-mail
Design: FurnitureFan |
FurnitureFan is the largest
online furniture directory for consumers,
paid for by manufacture catalog subscriptions.
Challenge:
FurnitureFan.com
emails a monthly newsletter to 500,000
opt-in consumers that features furniture,
decorating tips and more. Since I
joined FurnitureFan, consumer “acquisition”
rates via email have increased from
.05%, to 5-10%. The
newsletter generated low responses
from consumer. Readers found it too
long and uninformative. In addition,
the newsletter did not have an impact
on the core business.
Result:
During our research with consumers,
we found that readers wanted to see
products and pricing. Redesigning
the newsletter so that it’s more appealing
to our consumers, I developed a look
that encouraged readers to click and
see product of interest to them. Tripling
its previous click thrus, the response
rate of our first launch was astonishing.
The newsletter became a key website
traffic generator.
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