How we improved PayU’s campaign performance with mailing – case study

Let me show you another successful project that was carried out using our own Performance Web Design method. We created an effective mailing design for PayU and a landing page promoting one of its services.

It all began with…

… PayU’s installment plan. The most popular payment system in Poland (according to the Gemius 2018 report) allowed e-commerce owners to give their clients the possibility to pay by installments.

The majority of PayU’s clients includes online shops from the SME sector. That’s why we decided to design the so-called banner maker – a comfortable tool, with which business owners could independently generate banners advertising the new payment system on their online stores. PayU focused on promoting payment by installments among the owners of these stores.

That’s how we came up with the idea for mailing

We wanted the e-commerce owners to inform their clients about the payment system in a quicker and more effective way. PayU obliged itself to provide its partners all the necessary mailing marketing materials. The partners, in turn, promised that they will tell their clients about the new payment service, starting from the moment they visit their store.

PayU’s mailing anatomy

During communication design, we put emphasis on the language of benefits and effective CTAs. The mailing we created is a perfect example of the implementation of our authorial Performance Web Design method and the inverted pyramid method, an important element of PWD. It refers to the idea that you write the most important information first (this is mandatory!), gradually going further into the details, and finally reaching the least important information (you can increase sales by 15% with this form of writing!).

We put a Call-to-Action phrase in the email header to intrigue the user and encourage him to read our message. Thanks to this, we caught immediate attention. Then, with an appropriate photograph, we directed the user’s eyes to the information below the image (as you can see, the photo model is looking in the direction of the text).

That’s where we asked another intriguing question, where we emphasised the benefit and highlighted a statistical number, once again catching the reader’s attention (because the human brain processes numbers more quickly if we fixate our eyes on them).

In the end of the message, we convinced the e-commerce manager that the described process is going to take “just a moment”. The mailing design ends with a visible CTA that contrasts in colour with the other elements of the design and informs the user about the next step. The reader receives a clear information and sees that if he clicks on the button, he’ll learn more about how he can promote the financial service on his own online store.

mailing_case study

We have proof that PWD works

Thanks to our changes in the mailing design, we were able to improve PayU’s campaign performance. Our innovative PWD approach produced visible effects. Not only did it increase  the mailing Open Rate but also the conversion rate – by 5% in comparison to a competitive project. Let me show you the numbers:

  • previous project: 1,02% CTR, 38,62% OR
  • PWD-based project: 5,81% CTR, 75,84% OR.


I suppose you’re now able to distinguish a design created according to the Performance Web Design method. If you want to learn more about mailing design, I recommend you to read Piotr’s article, where he illustrates how we applied the PWD method to a project for DUKA Kitchen.

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by Anna Świątkowska