The "Today Only Deal" is a marketing email system that was designed to streamline the process of email creation to meet the demands of fashion trends within the industry.
Backstory: Initially, marketing emails lacked consistency, leading to prolonged creation times due to the absence of a systematic approach. Upon joining Old Navy and being assigned to this system, it became clear that relying on outdated working files was neither efficient nor effective in keeping up with the dynamic demands of fashion trends in the industry. While this presented a challenge for the business, a solution was devised to address the turnaround times for the creation and delivery of emails.
Showcasing: Design System, Email Design, Layout, Typography
My colleague and I began by collecting components from past emails, establishing an Adobe library to store fundamental elements. We crafted a foundational template, also stored in the library, enhancing the efficiency of email creation in line with the consistency sought by leadership. As time progressed, the library expanded, further facilitating consistency and ease of creation.
The importance of rapid creation in a marketing email system lies in the dynamic and fast-paced nature of the business environment. Swiftly creating and deploying email campaigns allows businesses to capitalize on time-sensitive opportunities, such as promotions, seasonal events, or market trends. Rapid creation enables marketers to stay agile and responsive to changing market conditions, ensuring that their messages reach the audience at the right time.
During the holiday season, we take a more stylized approach to our emails. A template, collaboratively crafted with the assistance of a senior designer, is prepared in advance for each holiday, ensuring alignment with the homepage design. This approach infuses a storytelling vibe into the emails and contributes to the overall cohesion of the larger campaign.
