I was tasked with designing and coding an email template for a bi-weekly newsletter known as "The Deal" that would serve as a regular touchpoint with members and non-members alike for purposes of building brand equity. In contrast to our other marketing communications, the intent of this newsletter was not product marketing or sales-enablement content – instead we wanted to introduce prospective and existing users to our brand personality and offer content they might find relevant or interesting without constantly bombarding them with product emails. It also offered a space for some opportunistic promotion of current campaigns or partner initiatives.
I created the initial design in Figma before building out the HTML template in our company's CRM. The template was designed to consist of modular blocks, so sections of content could be easily added or removed depending on the needs of that particular edition (for example: additional optional modules for upcoming events and "lightning round" quick interviews with industry leaders were designed and have been utilized in past editions). Once the template was built out, I worked with a colleague every other week to source material for and write copy for each edition. I also sourced and/or created the graphic assets featured in each edition and built out and tested the final email prior to sending.
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