Peacocks_ email

EMAIL MARKETING

As a designer at Peacocks my role was to design Email marketing content including,
developing the email campaign's content and creating and updating slices for build team.

See more on my role at Peacocks here

September 2019 - February 2020

EMAIL
DESIGNS

BRIEF

I was asked to create email content which varied from one to five emails a week, creating the templates and module designs. This was for promotions such as new clothes lines, sales and festive email campaigns. I would sometimes be given specific images to use or copy beforehand. Although usually I would be required to come up with titles for the modules, which I enjoyed doing and having the freedom to come up with fun puns.

There were a few guidelines to follow for the templates, along with an image library holding branding materials. I also had access to past emails for inspiration and to re-use templates. It was a requirement for a hero banner to introduce the campaign, but beyond that a lot of freedom was allowed for experimentation with the layouts.

IDEATION

Due to my awareness that a lot of people dismiss marketing emails, especially with the frequency of emails that we were sending, I was motivated to create engaging content that created a unique and fun shopping experience for the end users, rather than pushing them to unsubscribe.

Once briefed on the kind of email that I was creating, I would usually look through prior emails for inspiration for modules which I thought would be effective for the current campaign. Some emails would be a short form campaign introduction, while others would be content emails with multiple modules.

I would use Photoshop to create an artboard for the email template. I would first insert the headers and footers, as these were always the same. Then, I would use a rectangle as a space holder for a hero banner and use layers to place boxes as placeholders for each content module, drawing influence from the previously used modules to create lowfi template designs.

When I had the general template, I would begin to populate it with images and headings. Sometimes this would require image editing as the crop of images from the asset library were not always appropriate use in this dimension. While populating the content I would have to consider the Peacocks branding – for example how the copy was aligned.

Once all the imagery was completed, I would start to add smaller details such as prices. I would need to be completely certain that I was putting the latest prices, so I would cross reference the prices on the live site.

When the template was complete, I would send it for review. Sometimes there would be amends such as replacing products, or the brief could be extended to encompass further content, so more extensive work would be required. Once the template was approved, I would slice the Photoshop design, exporting the background imagery but making sure I did not slice the copy so the build team could insert the copy themselves.

REVIEW

Due to the frequency of work that I was carrying out, I became very proficient and fast at working new designs.
Therefore, When I was asked to carry out email tasks in later job roles, I felt very confident in creating layouts which effectively marketed promotions and products. Through carrying out this task, I broadened my awareness of engaging the customer’s interests, and linking my design choices to the experience and emotions the end user might feel when presented with it. As a part of this passion to entice customer interest, I subscribed to competitors marketing content to help me draw inspiration and engage with current market trends.