Klook's emails
I rewrote and redesigned Klook’s emails, making them clearer, more consistent and easier to read.
Background
Klook's emails before
Klook's post-booking emails were an integral part of the user journey.
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We used emails to let users know about booking confirmations, cancellations and other updates.
Conflict
Despite their importance, Klook’s emails were poorly managed.
They were unclear, hard to skim-read and inconsistently designed.
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What's more, there was no data dashboard to track opening and clickthrough rates. So we had no way to measure the success of our emails.
Strategy
I not only wanted to rewrite these emails but take ownership. I asked developers to migrate all of the copy to my team’s content management system.
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I rewrote 30 of the most important emails based on UX writing principles:
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Clear
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Concise
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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 that they could be viewed simultaneously - thus allowing us to build consistency in how they’re written and designed.
Creating an email inventory
Proposals
I proposed my own designs to improve the hierarchy of information in the emails, and I added a recommendation module ("Find things to do in Tokyo") to boost the clickthrough rate.
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Finally, I requested a data dashboard from our Data Analytics team, so that we could measure impact after we publish the changes.
My design mock-ups
Climax
As a result, all of our post-booking emails became clearer, easier to scan and more useful for our customers.
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My efforts also improved the design and visual consistency of the emails.
Klook's emails after
Epilogue
Thanks to the new data dashboard, I found out my changes had a boosted both clickthrough and open rates by more than 50%.
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The product team also added a recommendation module based on my suggestions, which further improved the clickthrough rate.
Tracking success
