Approach and Solution
Audit the existing state of email designs and templates.
Research and define—gather inspiration and determine overall email marketing needs.
Wireframe possible layouts to create a modular email design system that can easily be transferred to Hubspot’s email builder.
Refine design standards for emails to bring emails up to brand standards and consolidate available templates.
Implement a flexible and scalable build system with enablement materials for email builders.
Audit
As it were, emails were inconsistent in terms of layout, branding, colour size. There was a myriad of different things going on from one email to the next. Not to mention the inefficient 44 templates that existed making it difficult and confusing to build any given email.
Research and Inspiration
I determined the overall needs and criteria that our emails needed, this included: audience segments, email goals, design for non-designers, highly visual emails, different use-cases, easy to drag-and-drop templates.
Wireframing
During the wireframe process I considered all the possible types of emails Vena needs to send out. Some of these categories are auto-responders, product releases, event emails, newsletters and short announcement emails.
I broke down the wireframes into sections such as headers, footers, 1 content and 2 content sections, to allow for flexibility when designing a new email. The goal is to drag-and-drop the right elements for each email.
I broke down the wireframes into sections such as headers, footers, 1 content and 2 content sections, to allow for flexibility when designing a new email. The goal is to drag-and-drop the right elements for each email.
Email Builder Toolkit and Process Documentation
I put together a document with all templates, use-cases, explanations, GIF tutorials to show email builders how to use Hubspots drag-and-drop tool.
The Email Builder Toolkit allows the non-designers to efficiently build and put together emails while staying brand.
The Email Builder Toolkit allows the non-designers to efficiently build and put together emails while staying brand.
Additionally I created documentation for the Creative team within Figma on how to create consistent net new assets and the process for delivery.
Email In Action
Templates were reduced to 8.
Design was updated to be consistent, on-brand, and visually appealing.
Thanks for reading!
