Email Layouts

Upon joining the Birch Lane team in 2015, one of my first initiatives was to improve the email program. I worked closely with marketing and email operations to define opportunity areas and create new templates. When redesigning, I was conscious to consider mobile first and created a refined style guide that provided type sizes and padding rules. Through exploration and testing, we learned what elements and style of supporting content our customers engaged with to establish best practices.

Once we had determined these best practices and tried and true best performing templates, I continued the evolution and innovation of some of our top performing email concepts.

For our style sends specifically, I created a more aspirational and editorial approach. As I led the conversation with email marketing and copy to kickoff these improvements, we added personality and descriptive copy components, while also increasing the hero creative to encourage customers to continue scrolling and add some visual breathing room.

With the addition of an intern in spring 2018, I moved into an art direction role, guiding our intern in iterating on our top-performing templates to come up with net-new ideas.

Role: Layout, Type Styling, & Imagery Selection

Copywriters: Jenn Bergin, Ellen Hill, Gordon West, and Lisa Lombardi     |     Photography: Wayfair Photo Studio