GCI

Alaska's Largest Telecom

Gere Tactical has been managing email strategy and implementation since GCI began email marketing in 2012. Over the years, we’ve maintained the integrity of their email lists, created comprehensive segmentation, created and sent emails, and performed reporting and analytics. Through research and analytics, we determined that over half of recipients were viewing the emails on mobile devices. Gere Tactical worked with GCI to create a new responsive template for their email promotions.

To increase the effectiveness of email for these mobile users, we needed to design emails that are easy to view and interact with on smaller, touchscreen devices. A responsive design requires eye-catching graphics, copy that is readable on a small screen and doesn’t require scrolling, and a call to action that’s immediately viewable.

We worked with GCI Marketing to develop a template that was responsive, on brand, and easy for non-technical staff to update. We developed a comprehensive training manual to show the staff how to use the new design, pulled analytics and reports based on the new design to share with GCI staff, and will continue to make iterative improvements.

Since the launch of the responsive design, the email open rate has increased several percentage points.

Awards

2016 Gold Hermes Design Award

2016 PRSA Award of Excellence

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