Bags ETC. are a luxury bags and accessories retailer, who work with Genie Goals to maximise their email marketing ROI. Using Adestra‘s MessageFocus platform, they designed and implemented a responsive email design for the brand, gaining an uplift of 850 per cent for mobile revenue.
The Challenge
Reviewing the Email Client Report in Adestra’s MessageFocus made Bags ETC. realise that a large proportion of their readers were using a mobile device to open their emails. The fact that their emails were not mobile-optimised caused concern because of the potentially negative experience they were offering their subscribers. And with it came a potential leak in revenue.
The Strategy
The situation called for a redesign of their email template to meet the increasing expectations of their audience. They decided that a fully-responsive design was more appropriate than a mobile-friendly one, because of the variety of mobile devices used.
Bags ETC. have the internal technical expertise to put together HTML emails, so they used the templates directly in the MessageFocus Source Code Editor.
They started by switching to a single-column design to allow simpler resizing when opened at different widths on different devices. It was also very important to make call-to-action buttons bigger, clearer and easier to click, in order to eliminate pinching and zooming.
The logo was enhanced so it looked crisp at any size, and the clarity of text was also improved by increasing the default size. They even went a step further to include conditional content that could be hidden on mobile devices if unnecessary.
The Results
Switching to a mobile-responsive template had an effect that no one was able to predict. As expected, it improved click-through rates, but also had a direct impact on revenue. Bags ETC. saw an increase in direct desktop sales in the first 48 hours of each email campaign, with 1511 per cent increase in mobile transactions, and 850 per cent increase in mobile revenue.