ZURB is a product design company that has helped over 300 companies create better products, websites and services since 1998. We’re a team of T-shaped product design experts with a bold mission: Change the way people design connected products and services. We lead by design through our consulting, product design tools and training. Over the last two decades, we’ve developed Progressive Design, a system that helps us create consistently impactful work that touches millions of people around the globe every day.


The Unexpected Result of our Transactional Email Experiment

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On February 16th, we started an open experiment on the transactional emails we send within our Foundation Forum. We changed a number of things, cleaned up the emails, *made them more personal, all with the goal of improving our click through rates and increasing engagement within the Foundation Forum. With our current focus on improving the way the world builds emails, we decided to do this experiment in public so that we both share our learnings and learn from the community about how to improve our emails. We received some really interesting, in-depth feedback on how we could have better set up the experiment and a number of unknowns that might throw things for a loop. Even so, we decided to let it ride as it stood and see how things turned out.

Now that we've let the experiment run for a couple of weeks, let's dive in and see what happened.

Overview of the Results

From Feb 18 to March 3, we sent 989 emails to the experimental group, with a 60.8% open rate...

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