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Email Templates + Guides
Role:
Senior Brand Designer
Tools:
Figma + Illustrator
The Opportunity
While supporting our marketing team at Rocket Travel by Agoda, I worked on a lot of email designs in different capacities, primarily providing layout designs. The team worked on a lot of emails, like a lot. While I love a good layout design, these tasks were beginning to eat up quite a bit of time for all parties. Thus emerged the goal to equip our email team with design templates that they could pull from to work quickly and I could serve more as creative support, often doing a design review of the final email.
The Process
At the time, our team was building and managing emails in the platform Iterable. First, I took a look at our most common types of emails, what they needed to say, our call to actions and what appeared to be working well versus not. This helped me create rough outlines in Figma, noting the goal for each email as well as understanding the types of content that we were using throughout most emails. For example, a grid showcasing multiple properties, features or something similar. I made it a point to throw in a range of options for sections like this, so that things weren’t getting stale but more importantly so that we could do some testing to see which were more effective. I shared this Figma file with our team and continued to evolve this new library as we had the need. To make things easier, I also jumped into the Iterable platform and built a few of these as ready to use templates.
As another step, I created a set of guidelines on spacing, margins, font/types and image ratio recommendations. I found it important to arm our team with some nice guidelines for consistency, but I also wanted to make sure that it wasn’t coming across as me stifling their creativity. I had a chat with the team to share these new templates and called out that there were certain things that allowed for liberties and certain things that were in place to help us deliver professional and consistent creative to our partners.
The Result
With these new email design templates, we were able to work more efficiently as a team and improve our overall workflow. Sure there were instances where we still needed to design something unique for the occassion, but for the most part this was a successful team improvement.