This project focused on designing a promotional email campaign for an activewear brand running a storewide discount. The goal was to create a clear, high-conversion email that communicates the offer immediately and guides customers toward making a purchase.

The main issue with the previous campaigns was a lack of clarity and urgency. When customers opened the email, the offer was not immediately obvious. They had to spend time figuring out what the promotion was and how it applied, which created unnecessary friction. In a time-sensitive campaign, this delay reduces the likelihood of engagement.

Additionally, the product presentation lacked structure. Multiple items were included in the email, but they were not organized in a way that supported the overall goal of driving sales. Instead of guiding the reader, the layout felt scattered, making it harder for customers to move from interest to action. This problem became more noticeable on mobile, where the experience felt longer and less focused.

✔ The design approach centered on simplifying the message and improving the flow. The email was restructured to ensure that the discount is clearly communicated at the very beginning. This removes confusion and immediately gives the reader a reason to continue.

✔ From there, the layout was organized to support a natural progression. Products were positioned in a way that reinforces the offer, with each section building on the previous one. Unnecessary elements were removed to reduce distractions, allowing the key information to stand out more clearly.

✔ The visual style was refined to balance energy and clarity. Strong typography and contrast were used to highlight important elements, while spacing was carefully managed to prevent the design from feeling crowded. This creates a sense of urgency without overwhelming the reader.

Calls to action were placed at multiple points throughout the email, ensuring that users can take action whenever they are ready. This helps maintain momentum and reduces drop-off.

The final email delivers a clearer and more focused experience. The offer is immediately visible, the layout is easier to navigate, and the overall structure guides the user toward conversion. The client noted that the campaign feels more direct and effective, and they were able to reuse the same structure for future promotional campaigns.

Skills and deliverables

✔ Figma

✔ Feed Template

✔ BIM Template

✔ Newsletter

✔ Newsletter Writing

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