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.

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