Email Template Ownership

Overview

At a partner-relationship-management SaaS company, the email template was a decade old — archaic code, dated styling, poor UX — with no email or web developer on staff. I rebuilt it almost entirely from scratch (about 20 lines survived) so it renders consistently across major clients, with ADA improvements.

I added bot-tracking through a hidden Smart Campaign link to exclude non-human activity from metrics, and a RegExp-parsed query-string system in Google Analytics as a UTM replacement for attribution. I also introduced controlled A/X testing where none had existed.

Impact

• Excluding bot-flagged clicks revealed a 65% improvement in true page-view-to-click rate, correcting several subject-line and content conclusions.
• UI and ADA work added ~5% to click-to-open; long-term, seasonality-adjusted A/X testing against a 12-month baseline produced a 26% increase in open rates.
• The automated UTM-equivalent system also resolved four forwarding-related unsubscribe failures.

Categories

Tools