Emails
When:
October 2019-Present
Client:
GK Elite
Programs:
Adobe Photoshop, Listrak
Description:
The majority of my job is facilitating the process for email communication. This starts with the initial design phase, going through multiple approval phases, to finally the building and testing and scheduling step in our email service provider, Listrak. We have a packed monthly calendar to follow so there’s never a dull moment in this process!
Here I wanted to provide a taste of the various types of emails that I send out within a month. I also wanted to disclaim that though I do follow a brand guide for the business, designed by Creative Manager, most of these following examples are areas where I get more creative freedom in sending messages out to consumers.
Holiday Essentials
For example, the Holiday Essentials Collection was concepted out by the team – with the print catalog being the first thing designed for this collection. The colors and elements and imagery are already decided on by the time I get involved in the process. My task it to incorporate those guidelines into the digital assets with principles of user experience design and marketing needs (links, gifts, etc.)
The Marketing Manager then supplies me with copy and the feature for the email and I marry that information with previously used templates (for layout purposes) with the new Holiday Essentials branding.
This email’s main story was centered around the diamond mesh fabric featured in these leotard styles. To reinforce that message I included all available imagery with those details and supplemented copy to feature words like sparkle and shine.
This project highlights that I can design off of a brand board that my team follows, all while staying on message that persuades and affords consumers to click and purchase the product.
Disney Collection
Not only do we have to stay on our own company’s branding, we also sell leotard lines that license other Intellectual Properties, like Disney’s Frozen. On top of our regular GK brand guidelines to follow, working with a third-part company entails it’s own rules and guidelines to follow.
Promotions
Throughout the year, my company promotes a few holidays centered around major holidays. Black Friday deals are now some of the busiest shopping days for our website traffic and the email marketing helps people get there!
This promotion ran in 2021, coinciding with our Holiday essentials and Gift Guide campaigns. Therefore I wanted to evoke their brands while also making a Black Friday Promotion theme of it’s own. I took notes from the gold accents in the holiday board, then I took one of the gift package prints, the diagonal stripes, but branded with more grayscale colorization.
The animations came next, always a necessity to bring attention to the sale itself and make the customer excited to click towards the website.
Social Oriented
The last type of email I usually send out involve social-oriented messages driving people to our Instagram page and other social channels. These typically happen around events in the year, but don’t coincide with sales or other promotions.
Plus, these sends are great introductions for the campaigns to come in the near future. This may seem like an ordinary New Year message however it has motifs for the next collection to launch in the spring.
