Email templates
Summary
Brief
I led the design of a modular, scalable CRM email template system to support lifecycle communications across onboarding, engagement, product education, and retention.
The project focused on improving visual clarity, usability, and consistency, while enabling the CRM team to move faster, test more effectively, and maintain brand integrity at scale.
Following rollout, the new template system contributed to a significant uplift in engagement +80% increase in unique email clicks compared to the previous system.
Design decisions were informed by insight and iteration, including improved visual hierarchy and CTA prominence, simplified layouts to reduce cognitive load and clearer spacing and typography to support scan-reading. The modular system also enabled faster iteration and ongoing optimisation within CRM campaigns.
Contributions
Led CRM design from concept to rollout
Designed a modular email system in Figma
Defined layout, typography, spacing, colour usage, and component rules
Partnered closely with CRM, marketing, and engineering teams
Oversaw implementation and quality control within the CRM platform (Braze)
Role
Design & Art Direction
(Built externally by Braze)
Design software
Figma
Illustrator
Creating the template system
I designed a component-based email system built around reusable modules (headers, body blocks, CTAs, imagery, risk warnings), allowing CRM teams to assemble emails quickly without bespoke design work while maintaining brand consistency across campaigns. It also meant the team could easily adapt layouts for different lifecycle moments.
All templates were designed mobile-first, with careful consideration for responsive behaviour across devices, clear hierarchy and CTAs and readability and accessibility at smaller breakpoints.
Responding to desktop
These examples demonstrate how key modules adapt to desktop displays. While the designs were created with a mobile-first approach, it was essential to ensure they maintained visual consistency, precise spacing, and a polished appearance across larger screens.
Applications
Examples showcasing how the templates offer flexibility in layout and content while consistently upholding the brand’s visual identity and ensuring a cohesive experience for customers.
