Email template redesign

Strategy

CHALLENGE: Custom emails were taking up a lot of design, copy, and dev resources. Without an efficient template system in place, transcreating emails across 15 brands was a logistical headache, and best practices weren’t always being implemented.

SOLUTION: I was part of the design, content, and email marketing task force that was assembled to create a new template system. We started by analyzing data from the email marketing team and built a series of templates incorporating best practices: Smaller hero images, shortened copy with character limits, and a modular, mobile-friendly design.

HOW I HELPED:

• Auditing and categorizing 2+ years of past supply acquisition emails; emails were grouped into a framework of major themes for product announcements, events, webinars, and general marketing

• Presented my audit to marketing stakeholders and worked with them to anticipate any additional email needs in the future

• Consulted on character count limits and content design; made recommendations for template updates based on new data and projects

Team: Vrbo Creative and Email Marketing Departments