Case Study: Designing a High-Converting Email Campaign in GoHighLevel (GHL) for BetterEyewear
BetterEyewear, a fashion eyewear brand, wanted to boost its Black Friday sales by leveraging email marketing automation in GoHighLevel (GHL). The goal was to create a visually appealing and responsive HTML email that would drive customer engagement, highlight key promotions, and maximize conversions.
Challenges:
Many brands flood inboxes with offers, making it crucial to stand out visually and communicate urgency effectively.
The email needed to display perfectly across different devices while maintaining design integrity.
The design had to highlight key products and make it easy for users to click and shop.
Email Layout & Structure
Header: Includes the BetterEyewear logo, navigation menu, and a customer support phone number for credibility.
Hero Section: A high-quality image of a model wearing sunglasses, combined with a bold Black Friday offer (50% OFF) and CTA (“Shop Now”).
Product Highlights:
Featured six best-selling eyewear products with pricing and clickable “More Colors Available” links.
Free Shipping & Returns: Reinforcing value by removing purchase barriers.
Brand Logos & Trust Signals: Luxury brands like Prada, Versace, and DKNY establish trust.
Social Media & Footer: Provides links for users to engage with the brand beyond the email.
HTML & Responsive Design
o ensure the email was fully responsive, the design was coded using:
Table-based HTML structure: Ensures compatibility across different email clients.
Inline CSS styling: Email clients strip external styles, so inline styles were used for formatting.
Responsive media queries: Optimized font sizes, images, and buttons for desktop, tablet, and mobile.
HTML Editor in GHL: The coded email was inserted into GoHighLevel’s email builder.
Dynamic Variables: Used for personalization (e.g., First Name, Promo Codes).
Automated Sequences:
Initial send (Black Friday morning).
Follow-up to non-openers (24 hours later).
Last-chance reminder (final day of the sale).
Results
The bold subject line & engaging visuals led to higher open rates.
The strategic placement of CTAs resulted in more product page visits.
Clear pricing, trust signals, and urgency elements (limited-time discount) led to higher sales during Black Friday.
