Challenge

Seattle Goodwill's mission is to improve lives through job training. They announce job training sessions about every two months to those on their email list. English is a second language to many of these subscribers and others do not read at a high school level, so the all-copy emails Goodwill had been using to promote class registration needed to be more accessible to their audience.

Solution

GCDirect created an icon-based list of classes for quick identification of the types of classes being offered. This iconic approach increased click-through rates by 78% and significantly increased registrations.