Email Newsletter Strategy & Redesign
Our question: Would a redesign and new content strategy increase engagement for Yelp’s longest running email newsletter? The answer: Yes it would.
We saw a 29% lift in aggregate incremental clicks from week 1 of the first test, a significant lift in CTOR, and a 21% lift in aggregate incremental clicks for test 2.
Proposals for a welcome email and iterations on how the content might look vs. the original.
An example of the redesign using Iterable.
Iterable's metrics are ridiculously awesome, FYI. Love that heat map.
Copywriter: Rowena Harris Senior Designer: Dánica Conneely
The Yelp for Restaurants team spent a long time researching what their audience needed, consolidating their offerings, and preparing for a rebrand. The challenge ahead? Restaurateurs think of Yelp as only selling ads, plus the team wanted to build trust.
From 2015, I co-wrote Yelp’s first ever in house style guide and brand guidelines. I’ve co-owned and developed each iteration since, as well as Yelp’s UX writing guidelines and design principles.
I love radio. But in the post-irony-tried-to-make-it-sound-like-the-90s-world, you can’t just pull out a “Now you’ve got a friend in the diamond business!” line from nowhere. So, here’s how you might do it instead.
