To boost our reply rate, we asked ourselves: What makes the best online content so engaging?

The answer: The best online content speaks to the user in terms of value. More specifically, the user's personal values. So, what are these user values that we need to target? Well, to look at that we need to understand today's average user. As opposed to their predecessors, today's savvy post-digital users value personalization, customization, and participation.

Our hypothesis was as follows: If we can craft an email user experience that improves upon these three values, our reply rate will spike. 3 successful tests later, our reply rate has gone from 8% all the way up to 34%.