We've been playing around with email newsletters, take a look 👀

[MoData]

We’re now a half-year into our weekly Design Under Pressure newsletter, and we’ve been recently experimenting with our email outreach (you might’ve seen ), so we thought it was appropriate to highlight a concept page about testing email campaigns this week.

That’s the focus of our newest Concept Page: Email Newsletter Templates, which shows a way to evaluate email performance using attitudinal UX metrics instead of just opens and clicks.

To show how it works, we tested a recent Crypto.com newsletter that introduced a new “Send” feature for transferring funds between family members. Here’s how it scored:

Source: Glare Framework - Email Newsletter Concept

The newsletter was strong on clarity and interest, but didn’t hit the same high notes for intent and loyalty. This shows a hesitation to follow through with the primary call-to-action for launching the app despite a solid offering. Crypto.com may way to explore alternate CTAs for engaging users from their email newsletter.

The Concept Page walks through how we structured the test, including how each metric surfaces a different type of insight, and how you can apply the same approach to your own email campaigns.

What types of emails would you love to test?
Onboarding series? Win-back campaigns? Feature drops?

Drop your ideas below

[nathaliesmith]

How about our assessment email?

[MoData]

That’s more of a single offer than an actual newsletter, which would require a bit different testing. The goal there is less about lasting loyalty to the brand and more about direct interest and intent to engage with the offer. I think the stack of UX metrics would look more like: Engagement, Comprehension, Desirability/Intent.

[nathaliesmith]

Might be something we can whip up

[ben]

Very cool- crazy how high it scored!

[MoData]

This is with an audience of crypto owners, so I believe that’s the reason for the high satisfaction, desirability, and loyalty scores. The drop-off for intent is most indicative of how this email is performing, since even with brand loyalty and consumer interest, the audience still isn’t very likely to take the desired action (launch the app).