eNPS Mailer

Internal Mailer: eNPS moved from 42% to 92% within 24 hours

Email Design * Internal Communications * Design Strategy * UX Writing * Behavioral Design * Graphic Design

Purpose:

My client sought to increase staff engagement and improve their eNPS (Employee Net Promoter Score). They provided the content and designed five mailers sent over one month, resulting in a 42% response rate. They asked me to design their final mailer at the start of the deadline week. I produced their version using their copy and also designed my own, which I recommended sending one day before the deadline.

Process:

The client's five eNPS mailers over four weeks produced a 42% response rate, which did not meet their target.

My version, sent one day before the deadline, increased the response rate to 96% within 24 hours.

Improvements I made:
Information hierarchy: a bolder heading that appeals to the fact that this is an opportunity to voice concerns
Visuals over too much copy, making it easy to scan and read
Use of a mobile phone image = implied greater privacy when filling out the form while at the office
Animated slider hovering over rating = an obvious opportunity to rate the current situation, also showing a visual preview of the types of questions asked, so the cognitive load is lighter.
Use of design elements from an existing campaign I designed announcing a new staff 'Champion,' someone who was more grassroots and could raise issues with

Proof:

My version achieved a 96% response rate within 24 hours.

My approach succeeded because I recognized that staff were fatigued by company uncertainty and had low motivation to participate. Rather than urging them to 'do the right thing and fill in the survey,' I emphasized their ability to influence change and assured them that their input was valuable and anonymous. I also reduced cognitive load by making the message clear and actionable at a glance and by adding an animated cursor to the sliding scale to make filling out the survey feel easier.

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