Improving Conversion of 65M+ Emails with UX Best Practices
A Key Marketing Touchpoint
The Alberta Motor Association (AMA) boasts a membership base surpassing 1 million and annually dispatches over 65 million promotional emails highlighting its diverse services, including Travel, Automotive, Driver Education, Business and Vehicle Registry services, Insurance, and Rewards. Email marketing serves as a pivotal tool for AMA, as way to communicate targeted messages about specific products and services. It operates in conjunction with other multi-channel marketing tools such as social media marketing and traditional marketing efforts.
Client
Alberta Motor Association
Duration
3 Months
Role & Responsibilities
Lead UX Researcher
Senior UX/UI Designer
Discover What Worked and What Didn’t
Building Blocks to a Better User Experience
UX research of potential features and best practices were collected and implemented.
Usability Research (NNG)
An analysis of key features from competitors.
Competitor Analysis for UX & Marketing
Wireframing & Iteration
Initial email templates were designed to include UX best practices and research. Then they were validated with data collected through A/B testing.
A/B Testing
To continue to improve the conversion of each template.
Understanding the Competition
A thorough analysis of various competitors was conducted to examine the layout and structure of emails and adherence to UX best practices for both desktop and mobile interfaces. In conjunction with UX heuristics, areas of improvement were presented to stakeholders to showcase the need for updating our templates before starting iteration and design work.
Usability & UX Considerations
Unveiling the New Email Marketing Templates
Alberta Motor Association sends over 65 million emails annually. As a crucial tool for direct, targeted messaging, this tool also allows for analysis and tracking of campaign performance.
AMA Travel Template
Pre-header banner appears in email subject line.
Membership level & reward Dollars earned personalize the email to the user.
Varying header sizes and font weights create visual hierarchy and improve readability.
Call to Action appears above fold on desktop and mobile layouts.
Grouping related content and using horizontal divider lines helps break up long sections to reduce cognitive load.
Images are right-aligned to keep a content-first approach. Users tend to read or scan content in the shape of the letter "F," focusing more on the top and left portions of the page.
Keeping important text as live text and not built into the image, allows for the content to flex and stack with the device size which preserves readability.
AMA Rewards Template
AMA Insurance Template
AMA Automotive Template
Business Goals Achieved
Increased Click-Thru Rate
Improved user engagement in emails by employing visually appealing templates with enhanced visual hierarchy to boost readability.
Increased Efficiency of Building Campaigns
Created a set of templates for use, reducing the need to construct each campaign from scratch and improving overall efficiency.
Mobile Optimized Design
Adhered to UX best practices for both desktop and mobile interfaces, recognizing the increasing dominance of mobile viewership over desktop each year.
65M+
Email sent each year across all business units
8.7M+
Emails sent from Travel Business Unit
$930,000
Revenue - Travel Business Unit
68%
Unique Open Rate - Travel Business Unit