Client Overview

A US-based B2B consultancy offering strategic advisory services wanted to revamp its monthly email communications. Their newsletters were underperforming with low engagement, static layout, and lack of clear CTA structure.

The Challenge

Despite having valuable content, the client faced:

• Static, uninspiring newsletter layouts
• Low click-through rates and link visibility
• Poor mobile rendering (especially in Gmail/Outlook)
• Lack of reusability for future editions
• No visual brand consistency across their email series

The Strategy

We approached the redesign with a goal to modernize, modularize, and optimize for clicks and clarity:

Modular Template System

• Designed reusable content blocks: headers, feature sections, quotes, CTA buttons, footers
• Created a visual hierarchy optimized for reading on mobile and desktop

Content-Centric UI Overhaul

• Improved readability with larger line height and padding
• Balanced white space, visuals, and CTAs using MJML and HTML/CSS

Brand-Aligned Visual Identity

• Integrated brand fonts, colors, and imagery for a consistent feel
• Supported both light and dark mode clients

Testing Across Email Clients

Used Email on Acid and Litmus to ensure pixel-perfect rendering in Gmail, Outlook, Apple Mail

Tools Used

Adobe XD · MJML · HTML/CSS · Email on Acid · Litmus

Results Achieved

Following the complete redesign and modular overhaul of the client’s monthly newsletters, YellowInk Digital achieved significant improvements in both engagement and usability:

• Average Engagement Time:
  Increased from 11 seconds to 29 seconds, indicating stronger content readability and layout effectiveness.

• Click-Through Rate (CTR):
  Improved from 2.7% to 8.7%, driven by better CTA placement, visual hierarchy, and mobile optimization.

• Mobile Scroll Depth:
  Jumped from 43% to 86%, showing users were more engaged and scrolling deeper through redesigned content.

• Template Reusability:
  Upgraded from non-reusable layouts to a fully modular system, allowing effortless content swaps and faster deployment across future editions.