Content Architecture Review
Subsequently, we started reviewing the content of the emails alongside marketing and the teams concerned by each email, to ensure the information was valuable for hosts, delivered at the right time and presented consistently with our brand experience principles (easy, enjoyable and engaging) and tone of voice.
We agreed that our emails needed to be simple and straight to the point, with just 2/3 bits of information per email and with no more than two actions per email. They also would have the most important information at the beginning and at the end, according to the serial position effect.
In communications, where a lot of detail was required, we decided to keep the essential content on the email, providing a downloadable pdf. with the extended information.