Email — Monira Meah

Emails

When working on emails I follow a similar process for each.

Firstly the brief is given by stakeholders, marketing and producers. Then using brand guidelines, research and experimentation to create solutions via a deck, whilst also collaborating with a copywriter and my lead designer. Afterwards the project goes through many rounds of amends via a workflow tool where it gets reviewed and feedback is added in. When this is all approved, it is then sent to the quality accessors team for the final checks. At the end of the project I collaborate with the developers to prepare the files ready for the build.

Client: Sky Creative

Brief - Customer winback case study

To win back Sky Mobile customers by raising awareness of the benefits and showcase a new sim offer.

Process

Along with the goal of the brief, they wanted it to be engaging, exciting and provide a sense of FOMO. I started by researching previous emails we have done and communicated with producers and marketing to understand what worked well with our customers. I also looked into other companies to see how they approach a similar problem.

Some of the main insights found was that our customers liked GIF hero images when opening emails - this will help make it exciting, they prefer shorter emails and visual cues - this will help with engagement and they liked that some benefits were only exclusive to Sky Mobile and not in other networks - this will help with the FOMO element.

The research influenced my experimentation as I learned what worked for our customers. This previous high-performing hero image GIF was asked to be used, but they wanted another element to help bring it to life. I creatively problem-solved many versions using emojis as from the research our customers liked having emojis as part of the visual language. For this project I worked and contributed to our design systems, there was a sim pod that performed well and was added. Also I added in the benefit elements of the pod as components to the design system, which aligns with how the website showcases it, but adapted it for best practices on email.