Management Consulting [UX Strategy]


From start to finish, the duration of this project was 10 days. My role in this project was as a consultant. I was hired to evaluate an existing email marketing strategy, recommend improvements, and produce a measurable return on my client’s investment.

This case study unpacks the following sections of the project:

  • Project
  • Client
  • Benchmark
  • Improvements
  • Return on Investment (ROI)

The design challenge: how might we increase the revenue generated from email marketing? How might we make it easier for customers to make a purchase?

I also created a design story on Instagram which is embedded below.


The client manufactures and sells their own prescription eyewear. Products consist of eyeglasses, safety glasses, sun glasses, etc. The client is a family-owned and operated business that was founded in 1915. The production process is done on-site (manufacturing, packaging, marketing, and sales). Products are sold through various retail e-commerce websites.


A benchmark would be required so that I can measure the success of each modification to determine whether it was an effective modification or not. I would need to know how much revenue the client generated over the course of the last few campaigns. I would also need to see what the email marketing campaigns looked like. I would need to see the:

  • subject lines
  • visual design
  • date and time
  • click-through rates (CTR)
  • open rates (OR)
  • conversion rates

The above metrics would enable me to analyze the email marketing tactics juxtaposed with the revenue earned from each individual campaign.


After reviewing the previous campaigns, I made the following recommendations:

  • Subject lines: the previous subject lines included phrases that sounded like spam such as “30% off!” and “Get your discount code now!”. Instead of phrases that trigger a person’s defense to being sold something they don’t want or need, I used subject lines like “Get a new pair of shades for summer…” and “You’re a valued customer. Here’s a gift…”
  • Text-based email: the previous emails included large HTML graphics that were difficult to read and understand how to take action. Instead, I wrote the email in plain-text. The purpose of this is to give the impression that the email was sent personally from my client to their customer. Plain-text emails seem less threatening.
  • “From” name: the previous emails would arrive to a customer’s inbox so that the email said it was from the name of the company. Instead, I changed the “From” name to be the first and last name of the Vice President. This encourages a person to open their email because they think it is from a real person rather than an automated email marketing platform.
  • Call-to-action: the previous emails included several calls-to-action which makes it difficult for a customer to decide what to click on. Instead, I removed all options for the customer and gave them one call-to-action.
  • Personalized signature: the previous emails did not include a signature from anyone in my client’s company. Instead, I included a personalized email signature that stated the email was being sent from the Vice President. Being that the email was written in plain-text as a message directly from the VP to the customer it helped me convince the recipient that this message was just for them.

After making a few tweaks, I sent out the next campaign.

Return on Investment (ROI)

Through implementing my actionable improvements I was able to achieve the following results:

METRICS Previous Campaign My Campaign Total Increase
Unique Opens 1281 2348 +83%
Unique Clicks 162 452 +179%
# of Sales 31 48 +55%
Total Revenue $3,524 $6,019 +71%


As you can see, simply changing the subject line of the email, coupled with a few other minor tweaks, and this email marketing campaign generated twice as much revenue as the previous.

From the customer’s point of view, the previous emails seemed to be more of a sales attempt. We, as consumers, are smarter than we were in the past. We are not easily swayed to buy something. We have a good idea of what spam looks like and which advertisements lead to a spammy website. Consumers also understand that they have the power of choice. A business that understands they are at the service of their customers is a business that will acquire and retain those customers.

Remember: Once a business acquires a customer it is only the beginning of the relationship. It is critical for the life of a business to also have a process setup for nurturing existing customer relationships. The goal is to make it easy for customers to buy, buy again, and then share their experience with their community.

Connect with me on LinkedIn to get a free email marketing check-up to find out how to integrate email into your business model

This post is derived from my LinkedIn article on the same topic.