PXG Email Marketing
Redesign
Objectives
Develop an email template that aligns with PXG's new brand identity and can be used for future campaigns. Create a Figma library for easy scalability and consistency in design. Revise the user flow to improve the Click-to-Open rate (CTOR) by optimizing content presentation and delivery timing.
Role
Design Lead, User Research, Visual Design, Prototyping & Testing and Content Creation.
Highlights
Mobile-Friendly Email Marketing.
Email Template Design and Implementation.
Marketing Calendar Planning.
Challenges
PXG's previous email marketing strategy was outdated and inefficient, leading to a low Click-to-Open rate. The team sent similar or duplicate emails to the same targeted audience within short time frames. The content was not optimized for mobile devices, and the copy was overly wordy, further hindering engagement.
Copy was overly wordy.
No hierarchy between contents.
Bland footer.
Inconsistent style, lack of cohesiveness and branding.
Solutions
I streamlined the email content by shortening the copy and increasing the height of elements to encourage users to scroll. The design was updated to reflect the new brand identity, ensuring consistency across all communications. I also collaborated with marketing team to implement a marketing calendar to strategically plan and space out emails, ensuring that content was relevant, timely, and well-paced for the target audience.
Concise copy with clear messages.
Hierarchy between contents.
Redesigned header and footer.
Cohesive style and incorporate new branding of PXG within the style guideline.