I was brought in at Fabletics to assist in testing email creatives in close collaboration with their Marketing team, whether by writing new copy, designing new hero layouts, or creating animations to gauge what customers respond to best.

After testing and using data analytics to track customers reactions, we found that customers respond very well to motion and mystery. Out of 1 Creative Team's email and 3 test emails, the simple, floating question mark shown below won, increasing Click To Open Rates (CTR) by as much as 127% from the original creative. The test email beside it won as well, this time by 22%.

Alternatively, the pink mystery test email below won over the creative email by a 4% CTR, while the creative email out-performed the second test email by 5% CTR. Although a smaller percentage, the second test email managed to retain more customer traffic upon opening the email by 26%.

In exploring motion within email marketing, I put forward two more delicately animated tests to see how customers would respond. For the wheel test, my marketing team found we could predict lifts in CTR by as much as 46%.

Likewise, when we explored the impact on customers with neon treatment combined with motion, we discovered lifts in CTR by 30%, which retained 85% and more customer traffic after opening.

By considering "Our Girl", we were able to formulate tests and react live to what She responded to best, driving traffic and bringing in new customers. I learned to value the foresight and impact of marketing, respecting the collaboration and fruitfulness that this collaboration can bear.

In the end, I wanted to give Our Girl the best experience and anticipation for rewarding herself that she could have, even if it was providing her GIFs of puppies when and where we could.

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