TOUCH OF MODERN
Evolution Through A/B Testing
Over the years, I evolved ToMo's "Spotlight" email design template through A/B testing, pitting new design ideas against the status quo to improve email performance. These Spotlights were the first thing customers saw when opening an email, and they curated a collection of products worth highlighting above the auto-populated daily sales.
-
![]()
2019
This template was inherited when I joined ToMo.
Intentionally small to allow for 30+ new sales to populate under Spotlights.
-
![]()
2021
Larger email assets with more detailed images to better grab customer attention.
-
![]()
2023
A looser structure for text justification and placement allowed the template to conform to the content.
The addition of secondary imagery added context to less obvious product features and broader product selection.
-
![]()
2024
Continued to add more imagery per Spotlight to better demonstrate features or the variety of a product collection.
Created visual flow by placing design elements in the natural space created by imagery.
Fewer new sales in the algorithm section allowed for no maximum length; the relevant content determined the length.
-
![]()
2025
Standardized light-colored background lets product images pop and brings cohesion to all the custom assets within an email.
Text is given more dedicated space to breathe and provide a visual break between images.
Mixed lifestyle images with product images on a plain background for context and ease of understanding the product.
Added pricing when appropriate to boost engagement.
A larger CTA that denotes more products are available on-site maximizes conversion.
