My first step for this project was to research how other luxury cruise and travel brands approach their e-newsletters. Working closely with the CRM team, we created an inspiration board to highlight designs and features we liked and wanted to incorporate.
With our Head of Creative developing a new look and feel for the brands, this felt like the perfect opportunity to apply the updated style to the e-newsletters, helping them stand out from our usual marketing emails. Drawing on competitor research and the new creative direction, I designed the layouts in InDesign. A key consideration was flexibility; ensuring the CRM team could easily mix and match sections as required for the content of each email. I also kept the technical limitations of our email software and email providers in mind to ensure the designs would work seamlessly across platforms.
I presented the layouts to the CRM team and Head of Digital, receiving really positive feedback. They were keen to see the designs built out in our email platform to test functionality. Having gained some experience creating internal emails, I offered to build the layouts myself to ensure the designs translated as intended.
I really enjoyed further exploring the software and was pleased with the final result. After a few rounds of tweaks and creating some additional modules, the layouts were approved and are set to roll out next month.
Below are some slides from the presentation I presented to the CRM team:
