RedEye and TTS worked together to come up with a solution which would mean the Stationery Team could easily update the content in the monthly stationery email, without needing specialist email knowledge or skills. As part of this process the email template was redesigned, with new, easily editable areas agreed on.
RedEye set up a straight forward process to allow the TTS Stationery Team to load a simple text file onto their SFTP site. This file was then automatically processed into the database, where the data is merged into the agreed email template as normal, meaning that it does not have to be built afresh each month by the Email Marketing Team.
Following this, TTS decided to perform a split test using the new email template (which featured prices for each product) versus the old template (with no prices) to measure any uplift in conversion rate.
Given that the monthly email promotes stationery items which need to be replenished often, it is assumed that the price point would be important. The new email creative allowed TTS to promote both individual products and ranges of products in a clear and straightforward way. Both of the templates in the test were mobile responsive and all header/footer content was the same.