Email Design
In this project,
In this project, I explored how email can be more than just a communication tool—it can be a personalized experience that deepens user connection and drives discovery. I designed a series of adaptable, user-tailored email flows that responded to individual behaviors, preferences, and engagement patterns. The goal: to make each message feel less like a broadcast, and more like a curated, dynamic conversation.
Using data analysis, audience segmentation, UX research, and visual design, I built email journeys that not only looked beautiful, but worked hard—serving content that felt timely, relevant, and personal. From onboarding sequences to promotional campaigns and retention flows, the design prioritized clarity, engagement, and a sense of intentionality.
My role: Strategist, designer, copy-shaper
The Process
Understanding the Landscape
Conducted in-depth research to understand audience behaviors, inbox competition, and current trends in email design and lifecycle marketing.
Analyzed competitor strategies and user engagement patterns to identify content gaps and design opportunities.
Crafting the Brand Narrative
Designed email experiences that reflect and elevate the brand’s identity, tone, and values across transactional, promotional, and lifecycle flows.
Built systems for consistent messaging and visual storytelling—balancing aesthetic appeal with performance goals.
Developed modular design templates to adapt across campaigns while maintaining brand cohesion.
Iterative Testing and Optimization
Implemented A/B testing on subject lines, layouts, CTA placement, and visual hierarchy to optimize engagement.
Used data insights (open rates, CTRs, heat maps, and conversions) to inform design refinements and content hierarchy.
Prioritized mobile-first design and accessibility to meet the needs of diverse audiences and devices.
Conclusion and Scaling Success
Scaling
Created reusable design systems to scale email production efficiently across teams and marketing calendars.
Collaborated cross-functionally with content, growth, and product teams to align messaging and strategy across touchpoints.
Applied winning strategies from high-performing emails to inform broader design and retention efforts.
Conclusion
Through a strategic, data-driven approach to email design, I helped brands build more engaging, conversion-focused communication. By combining strong visual storytelling with constant iteration and user insight, I create email systems that not only perform, but leave a lasting impression.