Due to the volume of copy they had to pack into each communication, their emails were historically bulky and longer than best practice would typically call for.

We made it our goal to cut down, break up and reorganize the large volume of information, fares, and offers—to give audiences more of the content they wanted and needed. 

With a lot of stakeholder alignment, testing, and research, we managed to implement new copy restrictions and style guides, greatly increasing both open and click-through rates across the board.