weekly job summary
- Scope
- Content design
- Company
- Indeed
- For
- Employers across all monetization streams
- With
- UX, product, marketing
Hitting 49% more clicks with two lines of copy.
The Weekly Job Summary is a core lifecycle email reaching 550K+ employers per week. It drives ~1,700 lifecycle-spender conversions per month across upsell and reactivation streams. But according to UXR, employers wanted a more action-oriented and personalized subject line.
So we built an A/B test variant incorporating both.
I led the subject line and preheader, from feedback synthesis to the final test copy.
what employers asked for
workshopping the line
For an evergreen email like this with a high open rate, will a new subject line confuse them?
The neutral or better winner criteria were the answer, because if habit kept open rates flat, the change still rolled out as a CX improvement. Later, the results showed employers weren’t confused.
Our international lifecycle marketing manager offered three alt options, each giving a preview of what to expect from the email. I pulled the most important bits from each into one.
what changed
Only the subject line and preheader differed, while the email body stayed the same.
The test adds the two elements employers asked for.
exceeding expectations
Those who opened the email were far likelier to click. A clearer, action-oriented subject line set accurate expectations of what's inside. Catchier subjects were usually risky at Indeed, but here, it resulted in more clicks.
View candidates rose 4–5× the other main CTAs. The test specifically pushed more employers to review their applicants, the action “check in on your job status” invites. The framing delivered on its promise.
setting new defaults in my first month
Each lift was steady with a clear business impact: 49% more clicks per email. My versions are now the default for Weekly Job Summary campaigns.
Throughout my work, you’ll find me as the first or founding content designer and teaching partners how to work with me. Indeed didn't have email-specific content design, so I made an email-specific framework. The Weekly Job Summary was the most significant campaign I partnered on, and altogether they formed how I structured Indeed’s email content framework, then trained its internal content MCP.