Crafting high-converting marketing emails

I have extensive experience in email marketing design cultivated over a decade of working in a range of businesses and industries.

As a commercially minded designer with a passion for user-centric experiences, my email design expertise lies in crafting high-performing marketing campaigns that drive engagement and conversions throughout a customer lifecycle.

Gallery

View some of the high-performing emails I've created:

Collaboratively building success

Throughout my career, I've designed and custom coded responsive HTML emails, featuring both captivating animations and impactful static imagery. My experience extends beyond code, as I am also well-versed in leveraging drag-and-drop platforms like HubSpot, Campaign Monitor, and Mailchimp. This allows me to cater to a wide range of clients and project needs.

My process includes working closely with brand managers (clients), to understand the brief and advise on copy updates and layout adjustments to work within template needs. I’ve also been responsible for copy writing if content does not exist. This process ensures a clear scope and laser focus on business goals and lead generation (CRO).

A/B testing for peak performance

As a strong advocate for both Split testing and A/B testing (and a solid understanding of the difference!), I continuously optimize both email content and subject lines. This data-driven approach ensures emails resonated with a target audience, maximizing their impact.

Accessible & engaging design

Accessibility and deliverability are also paramount in my email design process. I prioritize clear and concise content, ensuring all key information is included as actual text, not solely images. Additionally, I craft engaging layouts with useful alt tag descriptions that provide context for users with images turned off. This ensures a positive customer experience for everyone.

Avoiding spam traps & ensuring deliverability

I maintain a keen eye on spam filters, meticulously avoiding excessive caps and maintaining a balanced text-to-image ratio. This, coupled with my focus on accessibility, ensures emails reach their intended audience and get seen without triggering spam filters.

Data-driven optimization and design iteration

As a data enthusiast, I utilize eCRM provided reporting to understand Open Rates (OR), Click to Open rates (CTO), and Deliverability rates, combining this insight with UTM tracking and Google Analytics reporting to analyze user behavior on landing pages. This deep diving allows me to constantly iterate templates, gleaning insights from user engagement to drive further conversions.

Metrics-driven reporting & refinement

Following each campaign completion I provide comprehensive monthly email KPI reports and analysis to stakeholders.

By combining my design expertise with user-centricity and a data-driven approach, I have crafted marketing emails that not only looked great but also delivered tangible results for business.