Customer Analytics Emails

Responsive email design / Copywriting

Create an email that is engaging and informative but also has the secret goal of keeping our service top-of-mind. It’s like marketing, but useful and valuable marketing whose success isn’t measured in CTA clicks.

My role and approach

I was the sole designer on this project, working with project managers to craft content that would be engaging and actionable to our admin users.
 

› Researching what’s possible (and reasonable)

Designing HTML emails is a fun game of balancing modern web design with archaic presentation constraints. Before I opened Sketch, I needed to know what data displays were possible, how closely we could adhere to our brand (specifically our fonts), and if the ideas I had in mind were scalable.
 

› Visual design

Working from a project manager’s quick sketch and spec document, I mocked up the desktop version of the email. After some feedback and adjustments, I moved on to the mobile version of the design.
 

› Email design for desktops and smartphones

Like everything about HTML email design and markup, responsive emails are tricky business. Variations across devices, browsers, and email clients are like landmines just waiting for a misstep in the markup or design. I kept the differences between desktop and mobile views to a necessary minimum to avoid issues.
 

› Writing the copy

The end product has less copy than initial versions, but even the data labels had to be carefully considered for clarity and accuracy.