Pellegrini Team Consulting: Email Templates
CHALLENGE:
Improve user engagement in email outreach
SOLUTION:
Revise and simplify copy for multiple company-wide templates to minimize user dropout
Background:
Pellegrini Team Consulting works with financial advisors all over the U.S. to schedule and track appointments with existing clients as well as new prospects. Each advisor is assigned a Relationship Manager (RM) who then reaches out to that advisor’s client base of (typically) 400+ contacts via phone, email, and text.
However, RMs were struggling to engage advisor’s clients using the existing email templates.
Thus, I worked as the sole UX writer to improve the language in the email templates and ultimately increase user engagement.
Before:
too wordy
shames the user
inconsistent grammar
too many questions/“asks” in one email
After:
simplify text
more direct copy
clean up the grammar
focus on one question/“ask” in the email
use open-ended question (“When is a good time for you?”) to encourage users to engage
Research Using A/B Testing:
In order to see which email would give us the most user engagement, I used A/B testing to compare Email A (the original template) with Email B (the new template).
Goal:
Understand which email increases user engagement through CTA clicks (“Reply”)
Email A:
Sent to 200 recipients
24 responses
12% click rate
Email B:
Sent to 200 recipients
53 responses
26.5% click rate
Results:
Since Email B performed significantly better in testing (both in click rates and ultimately in conversions), we updated the email templates for all RMs in the company. Over the next six months, we continued to see improvement both in user engagement and conversions with clients and prospects.
Next Steps:
After we found success with the first template rewrite, I was given the task of rewriting other templates. However, as I continue to work on these templates, I’m now able to access more resources, primarily other departments, which is invaluable. I’ve been able to collaborate with Sales, Customer Care, and other Relationship Managers to bring a fuller understanding of how we can make our email campaigns more user friendly and drive user engagement.
Also, although we have made pretty drastic changes to the original email templates, as we continue to iterate and revise the copy, I would ideally like to do more A/B testing but with smaller changes (only changing one or two words at a time). This can help us hone in more on what is actually working and improving the user experience, and what is not.