2024 · Email design · Design system · A/B testing
GOG.com Marketing email system
Marketing emails were one of GOG's main revenue channels, and they looked like a patchwork. With the lead product designer and two people from marketing, we turned them into one system, and I designed emails on top of it, including the game-themed exclusives. A/B tests showed +12% CTR and −10% unsubscribes.
- +12% CTR on regular newsletters vs the old design
- −10% Unsubscribes
- ~5% Gross revenue the redesigned emails contributed to
- −40% Time for marketing to build a new email