I attended the UNSPAM 2020 Conference in Greenville, SC (hosted by Really Good Emails) and got the opportunity to participate in their email redesign challenge. I joined forces with two strategists and two art/creative directors, and we took an existing, mediocre newsletter from a fitness studio and redesigned it with the goal of boosting membership sign-ups and class purchases. Our submission ended up winning 1st place in the Monetization focus area.
Here is the winning design:
The image below is the original email. What did we improve exactly?
1. The header image: There was too much going on, and it was hard to read (especially the bits with really small font). Plus, most of that information was written below, so we consolidated it.

2. The font: We don’t think they ever switched out the default font in Mail Chimp, so we helped them out a little with something nicer to read and more on-brand. 

3. The makeover winner module: The February makeover photo was too busy, so we simplified that whole section. We also figured it was another good place to put a CTA encouraging people to sign up for classes so they too could be a makeover winner.

4. The bragging rights section: This was nothing to brag about! Listing out that many names forces the readers to scroll through something they probably don’t care about. We consolidated and put the focus on the CTA. 

5. The color palette: We added some color to the blocks as well to be more intense (ie. on-brand) and make the newsletter more interesting to read. 
6. Personalization: We have two areas of dynamic content. First is the [First Name] personalization in the hero and second is the live data of the number of the classes they have taken. This is to better engage to the customers.

7. Bonus: we fixed the incorrect spelling of Toronto in the footer! (Yikes.)
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