In collaboration with our Ecommerce and CRM teams, as well as our email client Ometria, we identified a significant opportunity in 2023 to enhance the design and efficiency of our email campaigns. Historically, we built emails using Photoshop, which gave us control over aesthetics and allowed the use of custom brand fonts. However, this approach came with drawbacks: lengthy production times, cumbersome amendments, and oversized email files that frequently triggered spam filters.

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With a growing need to scale both broadcast and automated email campaigns to drive sales, we set out to modernize our processes. The goal was to improve speed, flexibility, and deliverability while maintaining high design standards.

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We began with in-depth consultations with Ometria to fully understand the platform's capabilities, uncover opportunities, and identify potential challenges. Following this, we conducted three iterative rounds of design, development, and testing in close collaboration with Ometria. After securing approval from senior leadership, the new HTML email templates were successfully implemented in early 2024.

This project not only addressed immediate business needs but also established a scalable foundation for future email marketing efforts, reinforcing our ability to deliver impactful campaigns efficiently.