Creative Breakdown
In September, ahead of a Jackson Hole rewards trip put on by our program, we sent out a fishing goods email, below is a breakdown of the sprint process.
Campaign: Rewards Marketing Campaign – September
Purpose: Incentivize Fishing Product Redemptions in our Catalog
Audience: 360insight Clients - Ages 25-55
Send List: 12,000
As this sprint was creating an email for a theme rather than a brand, it gave space for more creative freedom. Within a brand email, the sprint would include thorough brand research with a focus on digital footprint, design and copy tone, and popular products. An email review from the brand after the first draft, with a second round of editing, would also occur.
Problem to solve:
Limited Product Imagery: Image library was very limited – with few lifestyle images and low-quality product imagery.
Solution:
Product images were kept at smaller scales so no quality was lost, and high quality images were used as design elements and scaled up in size. Rather than using stock photos, I used licensed images from brand socials to keep photos stylistically consistent, with a genuine feel. Instead of relying on imagery, design elements were central to this email to emphasize the fishing and wildlife feel.
Step 1: Sprint Planning
Define campaign purpose, target audience, key products, and timeline.
Step 2: Sketch & Research
Asset gathering of product photos and product descriptions was completed first, with a second round to find the hero image and stylistic imagery. The hero image may need to be edited, but all product imagery is always left untouched.
Design research & mood boarding.
Color palette picked based on images within email, 3-4 colors chosen.
3-4 Typefaces are picked initially based on how they fit stylistically with an emphasis on readability. Typefaces are narrowed down to 2 during design, one for headers and one for body copy. Typefaces chosen for this email were Belanosima a vintage bold rounded font that’s playful and stands on its own for headers, and Avenir Next a classic typeface similar to Futura, that is ultra-readable.
Design mood boarding inspired by Pinterest, Really Good Emails, and brand websites.
An email wireframe is drawn up.
Step 3: Design and Copy Alignment Meeting & Final Edits
Meeting with the copywriter to discuss what copy is needed for the email and how it will fit.
Final edits are completed.
Step 4: Deployment
Email testing and review.
Step 5: Performance Review
An email review is conducted after sending to determine success and lessons learned.
