The Better Food Newsletter provides rich, food-related content to subscribers each month, from recipes to articles about cooking and eating healthier. Sobeys approached Inbox Marketer to refresh the newsletter’s design. They wanted to modernize and take on an editorial feel – while maintaining brand standards. Their goals were: increased scanability, a greater focus on food, and a promotion of social interaction.
After consulting with Sobeys on their ideal look, we were able to create a modern and eye-catching newsletter for them. Through A/B testing of the old template vs the new, we saw a 10% incremental lift in engagement (CTOR). By allowing food to be the focus, Sobeys also saw a 65% lift in clicks on recipe images.
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