Background: Email is one of our biggest drivers toward user retention and we have heavily optimized it with machine learning. Despite the effort our engineers put into email, the design was outdated, clunky, and inconsistent with our brand. This project is an example of how some projects may seem small and less exciting than others, but can have a huge impact. Updating our email branding, as well as adding more prominent click through targets, increased site-wide active minutes by 3%.
The old email design was cluttered and inconsistent with our brand and product.