Email systems are more than a simple way to reach customers/users/guest. It's an extension of your brand's voice and personality. It offers a way to connect with people on a deeper level, especially when we introduce personalization. It's also a significant responsibility, as someone has provided you with their information, so it's essential that what is shared is more than just promotional; it should also have substance.
Brita Email System
The globally known water filtration brand Brita had just launched a new brand identity, voice, and tagline. Our team was tasked with creating a new email system to accompany the new look and feel. We needed to ensure our customers felt connected to this newness. As always, we started in the UX phase to ensure the design thinking around this new experience was thought out and thoroughly tested. We used research-based design decisions regarding the type of content our customers wanted to see. We needed to capture the energy of our new branding, so we took every opportunity to add subtle elements that complemented this new look and feel. My role was hands-on visual design/experience lead.
Paw Points Email System
The Paw Points email system was a unique project. Paw Points was born from the major brand Fresh Step. This rewards program was once only available to Fresh Step customers, but it would now be brand-agnostic and open to all customers, not just those loyal to the Fresh Step brand. This was a game-changer! We wanted to reward consumers on all cat product purchases, so it was essential that it felt inviting and fun, almost in a gamefication manner. Also, the new website had just launched, and we needed to ensure the synergy flowed from email to website experience while keeping its identity as an email experience. Design decisions were made that portrayed a fun, welcoming environment. After all, we were speaking to an audience of cat lovers, arguably creators of the most adorable content on the planet. The ultimate goal for the brand was to capture 1PD and learn more about the shopping habits of pet owners. We wanted to provide a personalized experience to potential Fresh Step customers who were, at the time, loyal to other brands. My role was hands-on visual design/experience lead.
Kingsford Email System
Like the other two systems above, the Kingsford brand is undergoing a rebranding. We recently launched a new website, targeting new customer segments and personas. We needed to make sure the email system welcomed this new target market. Personalization was fundamental in developing this system, as we now needed to address multiple customer markets. Making sure our previous customers still felt connected to the brand they knew and loved while inviting this new base to go deeper in the Kingsford journey and fostering brand loyalty. The Kingsford email content was personalized based on information we gathered from existing customers and any website sign-up email captures. The look and feel felt young, fresh, and centered on lifestyle and beautiful food imagery. My role was hands-on visual design/experience lead.
