Project Overview
For this project, I was responsible for designing a welcome email for Odos Eyewear—an e-commerce business specializing in prescription eyeglasses and sunglasses. Using HubSpot’s drag-and-drop email editor, I transformed the provided assets (logo and draft email content) into a visually appealing email that aligns with Odos Eyewear’s brand personality. This project not only sharpened my skills in using a dynamic marketing automation platform but also enhanced my ability to create engaging, brand-consistent communications.
Process and Execution
Understanding the Brief and Content Review
Initial Brief: I reviewed the provided assets including the Odos Eyewear logo, a draft of the email content, a subject line, preview text, and alt text for the logo.
Brand Alignment: It was critical to ensure that the email design captured the brand’s style and tone. I analyzed the content and visual cues to create a consistent and welcoming message for new subscribers.
Email Design in HubSpot
Using the Drag-and-Drop Editor: I leveraged HubSpot’s intuitive email editor to build the structure of the email. This involved arranging content blocks for the logo, text, and images, ensuring a balanced and engaging layout.
Integrating Provided Content: I imported the draft text, carefully placing headings, subheadings, and button text in the appropriate sections. Special care was taken to maintain the hierarchy and readability of the content.
Selecting Stock Images: To enhance visual appeal, I incorporated 1–2 relevant stock images from HubSpot’s image library. I ensured these images complemented the overall design and did not overshadow the primary content.
Customization: I customized fonts, colors, and spacing to match Odos Eyewear’s brand identity. Throughout the process, I frequently used the preview feature to ensure the email looked great on various devices.
Testing and Refinement
Preview and Testing: Before finalizing the email, I utilized HubSpot’s preview function to check the design across different screen sizes and email clients. This helped identify any formatting issues or inconsistencies.
Iterative Improvements: I made several tweaks based on the preview feedback, such as adjusting image placements and refining the text layout, to enhance the overall user experience.
Finalization and Reflection
Final Checks: Once satisfied with the design and functionality, I finalized the email and documented the design choices for future reference. This documentation ensures that similar future campaigns can maintain consistency and quality.
Outcome: The final welcome email successfully met the brief requirements, offering a cohesive, brand-aligned communication piece that engages new subscribers.
Challenges and Lessons Learned
Adapting to the HubSpot Editor:
The transition to HubSpot’s drag-and-drop email editor was initially challenging, particularly in understanding its unique features and layout options.
Lesson Learned: Leveraging HubSpot’s Knowledge Base and dedicating time to explore its tools allowed me to quickly overcome these challenges, resulting in a smoother design process.
Maintaining Brand Consistency:
Integrating provided content while ensuring the email reflected Odos Eyewear’s distinct brand personality required careful attention to detail. I initially experimented with different layouts before settling on one that effectively balanced visual elements with text.
Lesson Learned: Iterative testing and seeking feedback are essential steps to achieve a design that is both visually appealing and true to the brand.
Responsive Design Considerations:
Ensuring the email looked good on various devices was another hurdle. Early previews revealed minor formatting issues on mobile devices.
Lesson Learned: Regular testing across multiple platforms is crucial in email design, prompting me to optimize the layout for both desktop and mobile viewing.
Conclusion
This HubSpot email campaign project not only enhanced my technical skills with the platform but also reinforced the importance of brand consistency, iterative design, and thorough testing. The successful creation of a compelling welcome email for Odos Eyewear has strengthened my ability to craft engaging marketing communications and adapt to evolving digital tools. This project is a testament to my commitment to continuous learning and excellence in email marketing design.