This was developed in conjunction with Destination British Columbia’s new brand. They wanted a fresh new email template to help increase engagement, click to open rates, and grow subscriber lists. This template had to work through all sections of the brand and was updated in a two phase transition. We started with a re-skin using original database content and then a new modular custom template using the new brand look and feel.
The ever-evolving world of email marketing is becoming predominantly mobile. To capitalize on this fact, we cleaned up the current email structure, optimized it for mobile, and then streamlined it. The result was a flexible modular template which could be used for any section of the DBC brand. Making the BC visuals the selling point and reducing the copy allowed Destination British Columbia to more easily sell itself to new subscribers. But also to have more info buttons when required. The colour palettes again reflected which area of the brand the emails were sent even if the images were turned off by the browser.
My roles: Email structure and concept development, Art direction, template design.