Thanksgiving Success Series Newsletter
In 2022, we developed and launched a new email series from scratch called the “Thanksgiving Success Series.” As lead designer, I was responsible for designing over 30 email variations tailored to specific audiences across 9 email touches to deliver timely Thanksgiving content. I also worked closely with product and social designers to ensure all related campaign materials fit into the specific branding and styling I developed for this series (including a sign-up landing page and promotional social stories).
The goal of this series was to take a more editorial approach to our thanksgiving-themed emails, utilizing our rich content to draw people in. This allowed us to organically sprinkle in promotional elements so we could still accomplish our business goals of increasing web traffic and membership starts. The original goal of the series was to secure 4,000 signups to the mailing list, and we ended up gathering over 20,000, resulting in a 195% increase in site usage. This editorial approach was extremely successful and sets the email team up wonderfully to continue implementing this series each November.
Intro email:
Examples of banners from the remaining emails:
For this series, I was challenged to create a hero design that was balanced and easy to digest, while still incorporating a variety of content requests from the marketing team. I landed on the following hero designs that balanced all requested elements, including a custom header bar (to clearly show readers this is part of a series), the series name and tagline, enticing thematic imagery, and a custom Thanksgiving day countdown badge.
