Email Design System, Templates, and Usage Guide
Drive email campaign click-through and conversion rates while streamlining and simplifying the creation process for stakeholders.
CAPABILITIES
Design Research, Experience Strategy, UX Design, User Testing
APPROACH
A workshop with email marketing stakeholders provided insight into communication needs, key performance objectives, and pain points. Guided by this understanding, the team concepted and prioritized a set of modular components for use within Stensul, an email creation platform for marketers. The components were then assembled to create five key templates, which were subsequently validated through remote testing with NEA members. Finally, the components and templates were documented in a usage guide that included recommendations on email design and layout best practices.
Component Pattern Library – Annotated overview and usage guidelines.
Component Pattern Library – 'Do' and 'Don't' examples specifying best practices.
Component Pattern Library – Configurable attributes depicting all available instances of the component.
Design Principles – Moving to the Stensul platform streamlined the email production process for NEAMB. However, it also gave marketers – many of whom are not designers – more autonomy over the design process. To help marketers up their visual communications game, the team created a guide to basic design principles and layout best practices.
Design Principles – Continued
Design Principles – Continued
UI Design (Multi-Product Promo, Mobile) – After creating a library of UI components, we used them to redesign several of NEAMB's key email templates, working with stakeholders to define flexible, multipurpose layouts and skin the modules with appropriate images and copy.
UI Design – Multi-Product Promo (Desktop)
UI Design – Single Product Promo (Mobile)
UI Design – Single Product Promo (Desktop)
OUTCOME
Conversion and engagement metrics from NEAMB have been difficult to obtain. However, the rollout of components and templates on the Stensul platform ensures an immediate and significant increase in brand consistency across all NEA communications. Additionally, the drag-and-drop simplicity of assembling new emails from our modular library of components has significantly reduced the time and effort to create new marketing communications.