user experience design case studY
The client, Oxygen media is a cable channel whose demographics skew to two main audiences: young multicultural women and older women who love murder re-enactment shows like Snapped, which is in it's 17th season, is expanding into a multi-show three day marathon event called Crimetime. The younger audience are technology early adopters on mobile and desktop, avid social media users and they may be in college or recently graduated. They love the show franchise Bad Girls Club which is entering it’s 16th season.
The Oxygen newsletter had gone on hiatus for a number of months as all company resources had been focused on the 2014 rebrand of the channel and the redesign of the website. Restarting the newsletter would mean restarting it with a completely new look and voice. Also, the previous iteration of newsletter had a clunky design and even though there was a large number of email subscribers, the newsletter still had low open and click thru rates.
The solution was a splashy come back newsletter that celebrated the exciting new Oxygen rebrand, the sleek modern website redesign and also reminded viewers about whats on the television schedule for later that night and the rest of the week. It also teased attention grabbing articles from the editorial team that increased the click-thru rate to the Oxygen website. In addition, the layout of the email newsletter was made consistent with the pretty new Oxygen website. One example was by using a similar top navigation element consistent with the main website.
The newsletter open and click thru rates ended up being 5% higher which we consider a large success. The newsletter captured the beauty of the redesign, pointed to the brilliant writing of the editorial staff and successfully promoted Oxygen's tv schedule and website in a useable way.