Email design
Targeted promotional emails
Project overview
One of Sephora’s key business objectives for 2019 was to develop an engaging templated email promotion system that targeted strategically identified recipients and converted them through action-oriented emails.
My role
I collaborated with the founder of the design firm, a design director, copywriter, project manager, and creative strategist.
The challenge
My team was tasked with creating two dynamic email templates—one for each promotional offer category: “Repeat” and “Try Something New.” We were to brand the program with a client-friendly name and develop a fresh look and feel (rolling up into a new design system).
Impact
Tests on these emails estimated an annual revenue impact ranging from $161K to $1.6M.
Process
We began with brainstorming sessions involving the design firm's founder, design director, copywriter, project manager, and creative strategist. After completing our research, we moved on to concepting sessions with creative strategy, copy, and design, which included mind maps and mood boards filled with design inspiration.
Mood board
Mind map brainstorm
Sketches
Design pin-ups
Client presentation
For the client presentation we presented 4 concepts total, 2 for each email template. Sephora selected 2 concepts to move forward with.
Concept evolution
Sephora ended up going with concept 1 “It’s a sign” and 4 “Choose your own adventure”. The concepts were refined through a number of different rounds until we arrived at the final design.
“It’s a sign” concept evolution
“Choose your own adventure” concept evolution
Final designs with animation
Social media execution
