LW designer
CASE STUDY
REFRESH NEWSLETTER AND DEM – UX & COMMUNICATION 2025
Starting from benchmarking and market analysis, this project introduces a new strategic approach to improve communication and the UX of Newsletters and DEMs.
By creating a new information architecture, we aimed to optimise user experience (UX) and increase engagement, using a mix of visual updates and more effective textual content.
Newsletters have been renewed with a dedicated logo for each initiative and a more hybrid informational structure that combines sports news and promotions. This approach supports a more dynamic and engaging narrative.
The DEM layout has been redesigned to prioritise key elements such as CTAs and promotional messages, with stronger visual impact and catchy slogans to stimulate immediate interaction.
Objectives
The main goal of this initiative is to enhance engagement and improve UX in email communications. The key targets include:
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Increase Engagement: Deliver more relevant and personalised content that encourages users to open and interact with communications.
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UX Optimisation: Support intuitive navigation through information architecture and strategically position critical elements like CTAs to boost conversions.
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Stronger Visual Impact: Use striking images and graphics that capture attention and reflect the brand’s look and values.
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Memorable Slogans: Insert short, incisive texts that stick in the mind and foster immediate identification with the initiative.
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Engaging Storytelling: Integrate sports news and dynamic content to create a narrative thread that leads the recipient toward action.
Sports Newsletter – January 2025
Proposal:
A new type of communication linking well-known sports news with promotions targeted at CB Sport.
Implemented:
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Logo & Header Identity: Monthly “Sports Column” with a dedicated logo aligned with Lottomatica’s look and feel.
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Copy: Short news items connected to active sports promos on the site.
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Information Architecture: New template highlighting the 3 most important news items of the month plus the total prize pool of promos.
Sports Newsletter – January 2025
Proposal:
A new type of communication linking well-known sports news with promotions targeted at CB Sport.
Implemented:
-
Logo & Header Identity: Monthly “Sports Column” with a dedicated logo aligned with Lottomatica’s look and feel.
-
Copy: Short news items connected to active sports promos on the site.
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Information Architecture: New template highlighting the 3 most important news items of the month plus the total prize pool of promos.
Results – Sports Newsletter
From W.46 (2024) to W.6 (2025): “Classic NL” vs. “Hybrid NL”
Lottomatica:
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Classic weekly Sports NL CTOR: 5.57%
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Hybrid monthly Sports NL CTOR: 10.38%
➡ Increase of +4.8% CTR and significantly higher user interaction.
Goldbet:
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Classic weekly Sports NL CTOR: 3.29%
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Hybrid monthly Sports NL CTOR: 5.46%
➡ Increase of +2.2% CTR and improved user interaction.
Sports DEM – January 2025
Proposal:
More impactful and visually appealing design, with communication and CTA placed in the header.
Implemented:
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Header: Copy as protagonist with slogan.
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Copy: Short news items connected to active sports promos on the site.
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Information Architecture: UX redesign with CTA placed at the top.
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Visuals: Stronger visual impact, image playing the key role of transmitting emotion (without text overlay).
Results – Sports DEM
Goldbet A/B Test – Classic DEM vs. New Template:
CTR increased by +0.3%CTOR increased by +1%➡ Test confirmed the hypothesis: optimising the DEM UI increased user interaction (click rate).
Lottomatica A/B Test – Classic DEM vs. New Template:CTR increased by +0.2%CTOR increased by +0.6%➡ Again, improved UI generated higher customer interaction.
I learned that creating an email from scratch is a long process that needs to be tested and shared with the team to optimize it. Teamwork is crucial!
In this hybrid role, I combine coding, communication, and marketing skills. My responsibilities include benchmarking and project ideation, developing HTML structures, and fostering close collaboration with the design and communication departments to bring every project to life effectively.
Future Proposals – January 2025
Building on the positive results achieved in the Sports vertical, the next step will be to expand this innovative approach to other company verticals. Specifically:
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Hybrid Casino Newsletter: A communication format based on leaderboards and constant updates, with a visually appealing layout and targeted content strategy.
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Generic Newsletter: Introduce a cross-vertical format covering multiple products and promotions, while maintaining the hybrid approach and UX focus.
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Adoption of New DEM Layout Across Verticals: Apply the new look and communication strategy to additional business areas, further strengthening and standardising the communications ecosystem.