Nod & Winks Redesign

Before I started at Beddy’s they hired an external company to redo email focused on their child-centric line, Nod & Winks.

A member of the marketing team and I made the following changes to the old designs:

• Increased contrast; The old emails had a WCAG score of only 5.4 and therefore had accessibility issues.
• Added more CTAs. We also ran A/B tests and made changes to the shape, color, and copy of the buttons. These changes resulted in many more clicks.
• Made the color scheme more playful and colorful to align it with the brand.
• Added an email preferences button in addition to the unsubscribe button. This meant that more people down-subscribed rather than unsubscribing altogether. 
• I added in affiliate photos as they get the highest engagement.
• I added “Trust Marks” to the footer to increase customer confidence. 
• Added an address to put the emails in compliance with the CAN-SPAM Act. 
• For the email I redid, I added an “Unsubscribe from this type of email” higher up in the copy. This was sent to a valuable email list and we didn’t want to bother people with kid-centric products if they had no interest. We didn’t want to lose subscribers, so adding this click option led to fewer unsubscribes. This was a successful A/B test. 

*I don't have an image of the exact email before, but it was in the style of the email sample provided on the left.