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Klook's emails

I led an email redesign project that boosted open and click-through rates.

Background

Klook's post-booking emails were an integral part of the user journey.

We used emails to let users know about booking confirmations, cancellations, and other updates.

Conflict

Despite their importance, no single team was managing Klook's emails.

The emails were unclear, hard to skim-read, and inconsistently designed.

Moreover, there was no data dashboard to track opening and click-through rates. So, we had no way to measure the success of our emails.

Two old Klook emails that show the inconsistency within their designs and content

Two different emails show how they were inconsistenly designed and written

Strategy

I not only wanted to rewrite these emails but take ownership. I asked our developers to migrate all the text to my team’s content management system.

I rewrote 30 of the most important emails based on UX writing principles:

Clear
Concise
Useful

For example, I made the subjects more concise and easier for users to read at a glance.

Finally, I put these emails into an inventory so they could be viewed simultaneously, thus allowing us to build consistency in how they’re written and designed.

A screenshot of some Klook emails in Klook's email inventory

I created an email inventory to give stakeholders an overview of 30 emails

Proposals

I proposed designs to improve the information hierarchy in the emails and added a recommendation module ("Find things to do in Tokyo") to boost the click-through rate.

Finally, I requested a data dashboard from our Data Analytics team so that we could measure the impact after we published the changes.

Mockups for Klook's emails with new design ideas

I included new buttons and recommendation tools in my mockups

Climax

As a result, all of our post-booking emails became clearer, easier to scan, and more useful for our customers.

My efforts also improved the design and visual consistency of the emails.

A screenshot of Klook's newly designed emails

Email designs became cleaner and more consistent after my revamp project

Postscript

Thanks to the new data dashboard, I saw that my changes had boosted click-through and open rates by more than 50%.

Based on my suggestions, the product team added a recommendation module, further improving the click-through rate.

A graph showing how open and clickthrough rates increased after the revamp launch

The Data Analytics team created a dashboard for me to track CTR