November 2014 | Adopting a responsive email template, and a best-practice approach to coding significantly increased Dobbies’ engagement rates.
Company name: Dobbies Garden Centres
Designed and developed by: Ruth Heath
Subject line: Decorate your front door ready for Christmas
400% increase in CTOR
What data was used?
Database of Dobbies Garden Centres’ subscribers.
- Increase engagement of mobile subscribers.
What makes this a performing campaign?
Using Adestra’s Campaign Reporting to evaluate their email engagement rates, Dobbies noticed that even though their average open-rate of 20% was higher than the industry average, their conversion metrics were not meeting expectations.
The Email Client Report revealed a possible cause for this. Even though approximately 68% of opens were coming from mobile devices, their emails were not optimized for mobile. Also, their previous template was almost entirely image-based, alienating subscribers who turn-off automatic image downloads.
Adestra’s Email Design team built a new template for Dobbies which was mobile responsive. The links were changed to responsive buttons, and a flexible area for copy was added to avoid image-only emails. And because their audience is active on social media, Dobbies also added social sharing buttons to the re-designed template.
A preview of how the email rendered on mobile
The increase in click-through rates was immediately noticeable. What’s more, not long after implementing the new template, the open rates started rising as well.
Compared to a similar event-based campaign, this email had a 15% increase in opens, and a fantastic 400% increase in click-to-opens.
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Our team of HTML and CSS experts can help you create a responsive template that is easy for you to edit, and a pleasure for your audience to engage with. Contact us today to find out more.
increase open rates
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