Timing
2019
My Role
Art Direction, Animation
Tools
Sketch, Illustrator, After Effects
Context
GALE was approached by Michael's to reverse downward engagement and sales trends among loyal customers and retain new ones. We implemented a personalized email strategy based on user activity, enhanced the visual appeal of emails with motion, leading to increased open and click rates.
Process
GALE optimized Michael's existing CRM journeys by aligning email streams with industry best practices, including standardizing buttons, prioritizing content, enhancing mobile-friendliness, and simplifying graphics for legibility. We conducted A/B testing on content, copy, and using hold-out groups during email deployment and tested different offers across customer clusters to understand what resonated most with customers. We adopted a test-and-learn strategy to enhance Michael's email journeys, aligning messaging and aesthetics across them.
Personalized Circular email
This email serves as an alert to customers of offers on product categories they are highly likely to purchase based on a propensity model, and is sent weekly to a wide database of Michael’s customers.
Abandon Project email
This triggered email reminds users of the project they viewed on the site, while also offering them a discount on the necessary supplies. The rest of the email content serves to suggest alternative projects, in the event that the user is no longer interested in the one they clicked on.
Open Rate: 30.6%, Click-through Rate (CTR): 31.2%
Abandon Category email
This email is sent after the user browses Michaels.com at the product category level, but doesn’t click through to individual products or load their cart. The goal is to resurface the categories they showed interest in previously and ultimately drive a purchase in one of those categories.
Open Rate: 26.5%, CTR: 29% Coupon Redemption: 4.9k customers, generating $163,500 in sales over three months.
Team
Jason McCann, Kate Bowen, Natalie Marcogliese, Jessica Chee