As Bed Bath & Beyond grew in revenue and customers, so was the need to showcase more products in their email sends. The problem was that the emails became convoluted with images and links, and user navigation was negatively affected. This increase in content started to trickle into customer accessibility which began to affect user engagement and prospect sign-ins.
By removing unnecessary content and graphical elements, keeping the most important messages and links above the fold, and providing clear product links and CTAs, the new Bed Bath & Beyond emails increased user engagement and retention.
The original designs, seen below, had extra elements that made navigation convoluted for the user.
New designs offer a cleaner and more seamless experience with the important information where you need it.