Elizabeth Arden Subject Line Optimization
When Apple Mail’s privacy changes disrupted email marketing metrics, Elizabeth Arden’s in-house creative team found themselves facing a decline in open rates and a new set of challenges. My team was brought in to provide ongoing strategic copy support, focusing on the critical elements that drive email engagement: subject lines, preheaders, and introductory copy. Through weekly reviews, data analysis, and tailored recommendations, we helped refine their email strategy and elevate their communications—ultimately driving significant improvements in engagement despite the challenges posed by privacy changes and a rapidly growing subscriber list.
A Wrinkle in Strategy:
Navigating Privacy Changes
The privacy changes within Apple Mail created a significant hurdle for Elizabeth Arden’s email marketing program. Open rates, once a reliable metric for engagement, saw a noticeable decline, making it harder to gauge the effectiveness of their campaigns.
Compounding this challenge was the steady growth of their subscriber base, which often leads to lower engagement rates as audiences diversify. Elizabeth Arden needed a strategic approach that would not only adapt to the new privacy landscape but also ensure that their growing list of subscribers remained engaged and excited about their content.
To address these challenges, I provided weekly copy strategy reviews, meticulously analyzing Elizabeth Arden’s email performance and offering feedback on subject lines, preheaders, and introductory copy. Each review was grounded in data, identifying trends and highlighting opportunities for improvement.
I suggested A/B testing options to help the team experiment with tone, length, and structure, and provided recommendations that ensured each email was optimized for maximum engagement. This hands-on, iterative process helped Elizabeth Arden refine their messaging, making their emails more compelling and aligned with what their audience wanted to see.
Polished to Perfection:
Strategic Copy Reviews
Radiant Results:
A Big Boost In Engagement
The result of this consistent, data-driven approach was a remarkable increase in Elizabeth Arden’s email engagement. In 2023, open rates rose by 56% compared to the previous year—a significant achievement given that the subscriber base had grown by over 10,000 during the same period, a factor that typically leads to decreased open rates.
By continuously optimizing email copy and strategically adapting to industry changes, I helped Elizabeth Arden not only recover from the initial dip but also surpass previous engagement benchmarks, proving that even in the face of new challenges, the right words can capture attention and drive results.