Camping World's email template before the redesign.

Recently, Experian CheetahMail’s Creative Services team worked with Camping World in a multi-variant creative test of its monthly product email template. Our main challenge was to deliver 3 finished designs that adhered to creative best practices and incorporated learnings from historical campaign data, and then test these three designs against a control version over the course of two campaigns.

As with all redesign projects, our first step was to analyze historical performance data to identify any  strengths and weaknesses pertaining to the existing navigation and content layout. We then generated several wireframes to clearly map out the navigation, content organization, and product area layout options that the new designs would encompass.

One of the key areas of Camping World’s email template targeted for improvement was the main product section. Traditionally, this section loosely grouped items in a grid-like structure without considering product type or cost. We also found that the feature section took up too much vertical space within the template, pushing the main product section down below-the-fold.

A careful analysis of Camping World’s email campaigns pre- and post-creative redesign showed that the new template earned a 32% higher average order value and 18% more unique clicks than the control message. Even though these results are strong, the fact that each of the 3 designs tested presented content slightly different allowed Camping World to really hone in on the best layout to use moving forward.

Camping World's redesigned template earned higher performance metrics.

You can read the entire Camping World case study by downloading it from the Experian CheetahMail website.

Tags: camping world, case study, creative, creative testing, email creative, multivariate testing

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