CASE STUDY
Sundays Email Design System
+ Flow Redesign
2024
THE PROBLEM
Sundays’s previous email design system in place made it difficult to build new emails and streamline process, and the previous email flows had a disjointed experience.
THE ASK
Create a new email system and redesign all email marketing flows to fufill the following:
- is flexible to support many different marketing themes
- aligns with the new brand positioning strategy
- performs well in most relevant email clients
THE TARGET AUDIENCE
Prospective Customers, Churned Customers, and Active Subscribers
MEASURE OF SUCCESS
The goal was to develop a flexible system and new flows that could evolve through testing, and increase engagement and click-through rate (CTR).
Back to Project Overview
First looked at the previous flows (a few examples above) and identified problem areas affecting brand equity: 1) different design systems in place, and 2) overall a disjointed experience.
Defined loose styles as a starting point such as, type sizes, colors, margins, buttons, fallback font sizes, etc.
Two examples of where I looked at the previous system and saw where we can evolve some of the modules, instead of reinventing the wheel.
(This email is an example from the post purchase flow)
The flow and system redesign happened in tandem—this is where the loose styles were stress tested and helped inform the overall system.
I partnered with a freelance copywriter to wireframe all the emails within one flow before heading into design. This was presented back to the team to see if we were communicating each email’s objective, in this email’s case, get the customer’s excited about the nutrition they’re about to recieve while touching on the Sundays community. (Left)
The flow and system redesign happened in tandem—this is where the loose styles were stress tested and helped inform the overall system.
I partnered with a freelance copywriter to wireframe all the emails within one flow before heading into design. This was presented back to the team to see if we were communicating each email’s objective, in this email’s case, get the customer’s excited about the nutrition they’re about to recieve while touching on the Sundays community. (Left)
Then came design and round one feedback, “this looks like a transactional order shipped email”. The copywriter and I regrouped to think through this email again. (Right)
We identified that this email needed to lean more into the community aspect of Sundays. Originally, the team wasn’t keen on having the Sundays community as the main driver. We made the case, “if a customer has already made a purchase they've bought into the brand—we should show them the community and lifestyle that they are now a part of”.
WHAT SOLD THE IDEA
I showed two options: 1) using standard illustrations, or 2) showing the REAL people who are working at this every day to provide dogs nutritious meals. I think we both know which was the clear winner (showing the people).
Below is an overview of the entire post purchase flow. The above process was done for 6 email flows (37 emails total) over the course of 4 months.
WHAT SOLD THE IDEA
I showed two options: 1) using standard illustrations, or 2) showing the REAL people who are working at this every day to provide dogs nutritious meals. I think we both know which was the clear winner (showing the people).
Below is an overview of the entire post purchase flow. The above process was done for 6 email flows (37 emails total) over the course of 4 months.