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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

Campaign details

Subject line: Decorate your front door ready for Christmas
Open: 22%
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 results

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.

Do your templates need a mobile upgrade?

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


increase CTOR

Want to know more?

For more information on how we can help you create performing campaigns contact us today.