Many brands mistakenly assume that customers have the time and interest to read lengthy email content. The reality is that we are competing for attention against social media distractions like cute cats, funny dogs, and viral content on TikTok and Instagram. When it comes to product emails, customers often conduct their research on platforms like YouTube and come to emails primarily for pricing information and offers. Understanding this behavior is crucial—emails need to be concise, impactful, and directly convey value.
My focus was on creating native, brand native emails that captured customer attention while clearly highlighting the best price options. By leveraging brand loyalty, I crafted campaigns that resonated with our audience and motivated them to take action. I employed a user-centered approach that involved studying brand styles—fonts, colors, padding, and layout—creating designs that aligned with brand standards and drove customer engagement. By analyzing user interaction data, I refined CTAs and layouts to maximize clicks and conversion rates.
Collaborating closely with the marketing and web design teams, I was the final touchpoint in bringing these campaigns to life. My key responsibility was to integrate the creative vision of both Harvey Norman and the brands we represented—ensuring that each email design met brand requirements while also resonating with our audience. This balance led to a 20%+ increase in click-through rates.To achieve this, I focused on creating clear, user-friendly designs with prominent calls-to-action (CTA). I understood that email readers have limited time, so I emphasized the key characteristics and qualities of the product, ensuring that the product remained the focal point rather than being overshadowed by offers or price savings. This approach helped position the product as the hero of the campaign, driving engagement and motivating action.
A major challenge of this role was satisfying the objectives of both Harvey Norman and the global brands. Harvey Norman's focus was on promoting savings and competitive pricing, while the brands prioritized showcasing their products. My solution was to create native, visually appealing emails that consumers felt inclined to open, leveraging brand loyalty first before emphasizing price. I understood that, in today’s market, customers are well-informed and often compare multiple products. Therefore, after establishing the product's value, the next key factor was emphasizing Harvey Norman's competitive pricing.
Throughout the process, I was responsible for not only the visual design but also for coding the final HTML emails. I ensured that the emails adhered to brand styles—including fonts, colors, padding, and layout—and worked directly with the brands to secure fast approvals. Once feedback was incorporated and final approvals were granted, I collaborated with the marketing team to refine the emails based on user experience (UX) and user interface (UI) best practices.
My work was instrumental in helping Harvey Norman deliver impactful email campaigns that balanced the needs of both the brands and Harvey Norman itself. By blending design, UX/UI, HTML coding, and data-driven insights, I contributed to campaigns that not only engaged customers but also drove significant e-commerce performance improvements.
