Project 05
These projects were created as custom email templates for different marketing teams. While each team had its own specific needs, common requirements included distinct calls to action, responsive design, and elevated visuals. The challenge, as always, was balancing these diverse needs with adherence to corporate brand guidelines. Successfully understanding these needs and close collaboration between the marketing teams and art directors were key to the projects' success.
Email Templates for Different Level
When designing email templates, one of the first things we always asked was who the email was for, what level it is, as this significantly influences the overall design and direction. Here's a general breakdown.
High-Level Email Design
These emails are primarily used to communicate new product launches or important announcements. While there were more creative freedom in designing these emails, they must still adhere to brand standards and required approval from a director or VP.
Here, showcasing the emails for a new store opening and the collaboration with Daniel Arsham.
Looking-Level Email Design
At this level, we adhere to the templates and guidelines we recently developed (unfortunately, I cannot share the specific guidebook!) We strategize emails using given products.
In Example A, the marketing team provided 4-6 toilet SKUs. We selected the four most representative SKUs and developed a compelling narrative to guide the audience through the product category.
In Example B, the marketing team aimed to promote their design service during Kohler's vanity sale. We proposed focusing on vanities and suggested complementary product pairings to drive interest in the design service.
A
B
Buying-Level Email Design
The direct-to-consumer team recently partnered with a new vendor for their buy-level campaigns and wanted a fresh design. The goal was to convert abandoned carts into sales. Clear product imagery was key to the design.
Email Templates for Trade Team and it’s Strategy
This set of email templates was designed for Kohler's trade team to use during KBIS, the largest annual kitchen and bath industry trade show held each January. The team's goal was to send 26 emails within a month. To facilitate this, we designed 10 modular components that could be mixed and matched with any content. Opening rates, click-through rates, and content relevance were also key considerations. With four distinct audience segments, we tailored messaging and imagery to resonate with each group. Eight email samples (selected from the 26) are showcased below to best represent the overall look and feel.
Invitation and Intro Emails
The first three emails focused on high-level messaging, from invitations to event highlights, special guests, company history, and polls. The challenge was to incorporate content from various marketing teams while maintaining a concise and consistent email format. These emails were sent before and on the day of the show.
Daily Highlight Emails
These emails were sent a day before of the event as a reminder of what would be happening the next day.
Showing one of the examples. The email is divided in sections for easy of viewing.
Recap Emails
These emails were sent a day before of the event as a reminder of what would be happening the next day.
Thank You Email
These emails were sent on the final day of the event as a thank-you note and to promote store locations and Kohler's newly launched website.
Recap Emails
These emails were sent a day before of the event as a reminder of what would be happening the next day.
Survey Emails
These emails were sent the day after the event to invite people to complete a survey.
Email Templates for Consumer Team and it’s Strategy
This project is an email joinery to promote Kohler’s water filtration system . The goal was to create a series of easily customizable HTML email templates that could be seamlessly integrated into their existing platform. Having the sales goal in mind, we designed the templates that met the brand standard. After presenting three concept options, this design was ultimately selected.
The Design
Due to technical limitations with their HTML platform, the marketing team was unable to use standard email templates for this project. We tailored a new template to their specific needs, ensuring meeting the brand standards while emphasizing the CTA buttons for improved readability. Showing 4 out of 10 emails here.
