Referrals
Boosting Email
Role:
Lead UX Content Designer
Team:
Content Design
Skills:
Content Design, Content Strategy, UX, A/B Testing
Situation
giffgaff’s existing Day 7 'Share the Love' email was underperforming in encouraging members to refer friends using the Member Get Member (MGM) programme.
Task
As Lead UX Content Designer, my goal was to redesign the Day 7 email flow, making it more engaging and action-focused.
Action
User-Centred Content Redesign
Developed two new tailored emails, one for members who received an extra SIM and one for members who didn’t receive an extra SIM.
Subject heading and content
Reworked the email subject lines, headers, and content to be more human, friendly, and benefit-led and clarified the value proposition.
Sign posting
Used simple, clear CTAs like ‘Order more SIMs’ and ‘Order a SIM’, depending on the email scenario.
giffgaff tone of voice
Crafted copy that was conversational, playful, and clear, reflecting giffgaff’s brand personality.
Sense of community
Created a stronger sense of mutual giving and community by focusing on benefits for both the member and their friends.
Testing and Results Analysis
Ran an A/B test comparing the new emails against the original. Analysed open rates, clicks, and MGM orders, working closely with the BI and Optimisation teams.
Results
289 additional MGM activations
Additional revenue of £24,561, over 30 days
Projected £122,804 in additional activations for the remainder of 2017.
