Another initiative was to improve the open rates and utilization of emails sent to customers.
Harnessing the results from the customer survey conducted earlier in the year, I deduced that the existing emails felt sterile to customers and lacked the “human touch” that Gap prided itself on. To remedy this, I added headshots of all analysts involved in procuring the emails.
Additionally, to give the emails more “life”, I added a new playful background with more vibrant colors and completely redesigned the company’s set of category-specific icons. The results of these changes were significant: 44% increase in the click-through rate of the weekly “Price & Promotions” email and a reduction in the number of emails sent to our customer support team.