EMAIL LAYOUTS
Enhance user engagement and drive actionable conversions while maintaining Dorsia's brand identity.
Metrics provided by the growth marketing team, was the impetus for a larger conversation: What might make users more likely to perform desired actions, such as booking reservations, browsing collections on the app, etc?
Timeline
July - Aug 2024
Location
Miami and remote
Team/Partners
Growth Marketing Team, Senior Designers (3), Creative Director, Content Editor
Impact
Sent emails to 48K+ suscribers.
Problem Statement:
While Dorsia's email campaigns successfully engage a growing user base, there is a clear opportunity to further optimize email design to drive higher user engagement and actionable conversions. The challenge lies in balancing aesthetic appeal with functionality—creating visually captivating and easily scannable email templates that effectively convey content hierarchy, highlight calls to action, and align with Dorsia's brand ethos of exclusivity and refinement. By addressing this, we aimed to improve metrics such as clicks, direct engagement, and campaign ROI, further reinforcing Dorsia's value as a premium restaurant booking platform.
Process:
The design process began with a collaborative meeting with the marketing team to gather insights and key objectives for the email templates. Following this, I aligned on the vision with my senior designer through a focused discussion to ensure clarity and cohesion. Using these inputs, I developed several potential versions of the email layout in Figma, incorporating brand guidelines and content strategy. My senior designer provided detailed comments and revisions, allowing for iterative refinement. Once the design reached an advanced stage, we presented it to the greater team for feedback and final alignment.
Result:
The email redesigns resulted in improved user engagement, with higher open rates, clearer content hierarchy, and more effective calls to action, reinforcing Dorsia's brand presence and driving increased interactions with the platform.
Above are three email templates I conceptualized and designed during my time at Dorsia. The two on the left were created prior to our Design Offsite and reflect the initial use of our system and style guide. The third email on the right demonstrates how the design evolved after collaborative discussions during the Offsite, incorporating more playful and dynamic elements, such as custom illustrations, to highlight the exclusivity of featured venues. I designed these on Figma and hand drew each drawn element on Adobe Illustrator or Fresco. I also sometimes assisted my team in creating the email template on Braze — our cross-channel marketing campaign platform — while also sometimes solely working on the layout in Figma.
Emails aimed to be engaging and dynamic, including hand drawn elements, animated illustrations, embedded playlists, etc.
The content is intended solely for informational purposes and may not be reproduced, distributed, or used in any way without prior written permission from Dorsia and Koops LLC. All logos, design, copy, data, and other intellectual property are proprietary to Dorsia.