Inbox Impact: How Email Helped Plex Win Hearts, Clicks, and Subscriptions

Outcomes at a Glance

• 20-25% open rates and a 15% increase in click-through rates for redesigned roundup emails
• 30% lift in AVOD engagement and improved adoption of Live TV
• Up to 20% conversion rates on seasonal offers for Plex Pass upgrades
• 15-20% feature adoption for newly launched products and partnerships
• Less than 2% churn among long-term subscribers after loyalty-focused campaigns

Project Overview

As Plex evolved from a media server into a full-fledged streaming platform, email marketing became a key driver of awareness, engagement, and adoption. From 2017 to 2021, I led the design and front-end development of Plex’s email strategy. This work included building responsive, personalized campaigns that reflected user behavior, promoted new features, and increased conversions.

My Role & Team

I led both the visual and UX aspects of Plex’s email marketing from 2017 to 2021. My role spanned:

• Visual Design: Created clear, branded, responsive email layouts optimized for dark mode and cross-client rendering
• UX Strategy: Collaborated on segmentation, tested messaging hierarchies and layouts, and designed for scannability and action
• Front-End Development: Hand-coded HTML/CSS emails and ran QA in Litmus to ensure flawless rendering across all platforms

I worked closely with:

• Creative Directors for messaging and tone alignment
• Database and Segmentation Teams to tailor content by user behavior and subscription type
• Marketing Team to drive campaign goals, testing strategies, and performance reviews
• Stakeholders including executive review for major launches and initiatives

Discovery & Kickoff

Email strategy discussions began with identifying key goals like increasing product awareness, driving feature engagement, and converting free users. Campaign kickoffs happened via Slack or email and included scope, segmentation details, and timelines. I created wireframes and initial mockups for layout and tested them across email clients before development began.

Communication & Collaboration

I worked asynchronously with marketing and creative teams. Design reviews were done over Slack or in weekly check-ins. Visual direction and hierarchy were driven by user data and campaign goals. Stakeholder signoff was required for high-profile campaigns. I presented options using mockups and Litmus tests, then incorporated feedback before launch.

Challenges & Solutions

Engaging Users with Monthly Plex Roundups

Challenge: Users missed updates and content highlights.

Solution: I designed a modular email layout with clear hierarchy and used personalization based on user subscription and behavior. I tested subject lines, CTAs, and layouts.

Impact: 20-25% open rates, 15% increase in CTR post-redesign.

Driving Adoption of Live TV & Free Streaming (AVOD)

Challenge: Many users were unaware of Plex’s new AVOD offerings.

Solution: I created campaigns that targeted both free users and Plex Pass subscribers using real-time behavior data. A/B tests improved clarity and engagement.

Impact: 30% increase in AVOD engagement and stronger Live TV adoption.

Converting Free Users to Plex Pass Subscribers

Challenge: Traditional promos lacked urgency and clarity.

Solution: I designed seasonal offers with countdowns and behavior-driven benefits. I tested layouts, messaging styles, and CTA designs.

Impact: 8-12% conversion rates, peaking at 20% during high-performing campaigns.

Strengthening Brand Identity Through Campaign Emails

Challenge: Users didn’t fully grasp the platform’s scope.

Solution: I created teaser campaigns with strong visuals and consistent design across initiatives. I tested visual layouts and copy to ensure clarity.

Impact: 15-20% feature adoption rates for new launches.

Retaining Long-Term Users with OG Loyalty Emails

Challenge: Longtime users risked feeling forgotten or undervalued.

Solution: I designed appreciation-based loyalty campaigns that focused on exclusivity instead of upselling. Personalized content used subscription history and tenure.

Impact: Churn stayed under 2% for OG subscribers.

User Feedback & Validation

Performance data (open/click rates, conversions) was reviewed after every launch. Feedback from the support team informed what needed clarification. I regularly tested subject lines, CTA styles, and layout formats to learn what performed best. These insights shaped ongoing design decisions and helped optimize future sends.

Tools & Technology

• Design: Adobe Photoshop, Sketch, and Figma
• Code: HTML and inline CSS
• Email Testing: Litmus
• Version Control: GitHub
• ESP Compatibility: Optimized for all major email clients and dark mode support

Key Takeaways

• Manual segmentation based on behavior and account type outperformed generic blasts
• A/B testing influenced nearly every design decision across campaigns
• Modular, scannable design improved both usability and visual engagement
• Cross-functional collaboration created alignment between design, strategy, and execution

Conclusion

This body of work helped transform Plex’s email marketing into a strategic channel for engagement and growth. Through hands-on collaboration, data-informed iteration, and intentional design, I supported both user needs and business goals while proving how thoughtful UX and front-end execution can drive real results.