Project: Best Buy Email Templates
Role: Creative Direction
In 2010 I directed my team in partnership with our CRM group, to take the 68 different custom email templates actively used by Best Buy and create 3 flexible templates that would serve the needs of all our internal partners. The outcome was recognized by ExactTarget in their top 10 improved emails of 2010.
We started by looking at the emails with the most traffic and analyzing the traffic and click patterns. We then created test designs and ran them through a group of Best Buy customers. We made further refinements and worked closely with ExactTarget to make sure we followed as many best practices as possible. The launch saw a 2% increase in click through and a 15% decrease in the time necessary to create and code our emails.
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