Summary
Sunpower came to us with a simple yet challenging request. They needed new responsive email templates that could maintain the same look and feel across multiple email clients. We worked with them to build just that.
Developing the Email Templates
SunPower came in with ready to build designs, so we worked from those. However, at this time, responsive emails were new and email builder tools didn’t exist. What we did have is responsive email frameworks like Foundations and Bootstrap. Using the frameworks, we designed a robust email template that focused heavily on tradition HTML structure (body, table, paragraph, and anchor tags). We used CSS sparingly and with precision. Then we added custom inputs to handle specific email client oddities (i.e. Outlook and Gmail) that we discovered during testing. Once we were done, we had a series of customizable email templates that adjusted for mobile phones and maintained their appearance across devices.
A/B Testing the Templates
Next, the SunPower team wanted to confirm which of their 4 templates perform the best in marketing emails. For this, we set a series of marketing campaigns. Each campaign contained 2 competing templates. We judge the victor on opens and click-throughs. After completing the first round, we performed a second round using the 2 winning templates. We then provided SunPower with their winning template and data on the performance of all four. The SunPower team was able to determine for themselves when to use each template accordingly.
The Handoff
In addition to a detailed report on the results of the A/B testing, we provided SunPower with documentation on all of the complications and limitations we discovered throughout the process. This included tips and tricks on utilizing and editing the email templates and how to troubleshoot common issues. Since we built all the templates directly into the SunPower Email Automation service, we only had to inform them of the location of the template files to complete the handoff of that part.
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