ABOUT

Brief:
Overhaul the email template for European members of Royal Caribbean's loyalty scheme, the Crown & Anchor Society

Approach:
We reviewed past sends to find out how these guests preferred to browse, what they were clicking on, and what they were (or weren't reading). From here, we designed a system of new email panels and blocks to better address these needs — new ways to navigate, less reliance on copy, and more opportunity to use the brands' vibrant imagery. It was also the first time we'd integrated a web font for Royal Caribbean, allowing us to be more on-brand and quicker to load than ever before.

Results:
Our highest CTO and engagement rate, and lowest unsubscribe rate yet for Royal Caribbean