Responsive Email Design - Case Studies

More Numbers: Crocs Case Studies

Crocs, a popular shoe manufacturer and retailer performed a test where three versions of discount-focused emails were sent out during one of their email blasts. Version A was a regular static desktop version, Version B a static mobile version, and finally Version C a responsive version.

Results: In this test clicks and opens were consistent throughout all three versions however, metrics were slightly higher for the responsive version. Total revenue and RPE (Revenue Per Email) were highest for the Responsive version followed by desktop and then mobile. The AOV, or Average Order Value was higher in the Responsive and Desktop versions. The worst performing of all overall was the static mobile version.

The second test Crocs ran was a less discount-focused email. Version A was the responsive email design and Version B was the static desktop version.

Results:

• The responsive version showed an overall 7.66% increase in CTOR (Click-to-open rate)
• iPhone “read” engagement had a 15.63% increase for the responsive version over the desktop version
• Mobile “read” engagement had a 8.82% increase for the responsive version over the desktop version

More Numbers: CareerBuilder Case Study

CareerBuilder also performed a responsive email test and witnessed major improvements. Below on the left is their controlled original non-responsive email and on the right is their new responsive email design.

Case Studies Summary
Although the initial migration to responsive email design may be cumbersome, the increased engagement rates that result from this change will benefit the sender greatly in the long run and move them ahead of their competition. Responsive email design further extends the omni-channel experience across multiple devices and platforms that consumers today yearn for with a seamless experience.