As part of the CRM team at Thread, I had ownership over email designs. One of my initial projects was to redesign our editorial newsletters to a more elevated and consistent look and feel. Previously, we had a simple repeat template that included header copy and categories below. Working closely with the CRM Lead, we came up with 4 new templates to use depending on each email theme. These include an outfitting, product grid, micro-trends, and new in email. Creation of each required working closely with the Content and Styling teams.
Another key project involved redesigning the Style Tips newsletter, which featured weekly articles ranging from style advice to clothing care tips. The goal was to elevate the aesthetic to be on-brand and improve CTR for the top 3 articles. After a few iterations with feedback from the Content, Creative and CRM Leads, we landed on an asymmetric layout that pulls the content up so users have quicker visibility of the key articles. We conducted an A/B/C test on copy variations, and saw the most uplift on the variation with just the title and ‘read more’ CTA.
The Business Development team often sign new partners to Thread, which requires CRM to create a brand launch email. The look and feel of these often differ to our regular emails, where we need to reflect the identity of the brand featured, whilst still adding our Thread stamp. Some exciting partners we signed include Weekday, M&S Originals and Jigsaw.
Some of our best-performing emails were those that demonstrated how to use different features of our Product. Above is an ‘Outfits by occasion’ email which showed users how to find outfit inspiration for various occasions; a feature that a lot of our users didn’t know existed on site. And an ‘Update your style’ email, which prompted users to update their style preferences in order to improve their personalised outfit recommendations.