During my time at the Anthology Marketing Group, I led the project of overhauling Hawaiian Telcom emails. Requirements were to modernize the email templates to be responsive and refresh the overall look and feel.
Content patterns from previous emails was reviewed to establish the basic set of modular content types needed for the new templates. The next step was to create a black & white prototype showing the responsive natures of the various content arrangement possibilities. After the review of these layouts, we moved on to brand and style integration, build-out, testing, and finally documentation.
I acted as the project lead, handling concepting, client presentations, development and deployment.
Conversion rates increased with the introduction of the new email templates and the time spent developing the emails decreased significantly, improving the overall rate in which the email campaigns could be turned around over time.