Email Marketing
Email Marketing
We all get hundreds of marketing emails each day, which makes crafting a beautiful email that also gets consumers to convert very challenging. I have worked closely with email marketing teams at start-ups, non-profits, and large corporations to create emails that people enjoy looking at and want to click on.
Oportun Email Design System Refresh
The Brief:
Align and unify all customer facing email sends with one email design system utilizing the new refreshed Oportun brand.
The Challenge:
Across the organization there are a multitude of teams that need to send emails that communicate with customers at various points in the lifecycle of them being an Oportun member. Before I started this process, none of the teams followed any sort of central design system causing emails to look and sound chaotic. Also, with the company rebranding we also wanted to ensure that all email communication had the correct colors, typeface, and logos.
The Solution:
I interviewed all of the teams that sent customer facing emails to understand their needs, what type of content they send over email, and what modules they use the most in their current emails. Then I designed a new set of modules in the new modernized Oportun look and feel that would work for everyone. During the rollout process I worked with each individual team to make sure the modules rendered correctly in each client and was available to troubleshoot any issues.
Yelp’s Email Overhaul
The Brief:
Update Yelp’s outdated email style to be aligned with their new modernized app design and brand look.
The Challenge:
Yelp’s email style varies by which team is sending the email so the challenge was to create one design system that worked for the whole org and would meet the needs of the different teams sending emails.
The Solution:
I worked cross-functionally with our consumer marketing, business marketing, and product design teams to create 40 different email modules that very closely aligned with the experience of being in the Yelp app. With these new modules, consumers and business owners have a similar experience when opening an email from Yelp and using the actual product. I also, held multiple workshops to make sure the modules met the needs of all the different teams sending email across Yelp and helped to create an implementation plan for each team.
