EMAIL TEMPLATES
Sur La Table

Project lead • Competitor research & analysis • Click-through rate analysis • Design for accessibility and web standards • Digital brand guidelines • Template design (Photoshop) • File organisation • A/B testing

Background:
Over the course of a few months, we had had different designers working across emails. Although we had brand guidelines, there was no digital specific guidelines when building emails and there was inconsistent use of fonts, images, iconography and layouts. Different designers were picking up old emails and making tweaks and everyone had different ways of working, the Photoshop files were often messy and this caused frustrations and higher production times.The emails were often text heavy and there was a lack of clear hierarchy, making it difficult for customers to easily navigate. Data analytics suggested that most of our customers were viewing emails on their phones, yet the emails were designed as desktop first and the fonts and images were at times too small to view on mobile screens. The brand as a whole was getting a refresh, going towards a cleaner and more minimal approach to allow the product photography to be the hero.

Objective:
The objective was to streamline email into a series of email templates and digital guidelines so that designers could easily pick up and make edits to ensure brand consistency.