Conversion-led Newsletters
Product Design
Status: TBD
Newsletters are a major driver of subscriptions, so we set out to refresh our email templates—making them more engaging, visually appealing, and aligned with updates from the Engagement and Editorial teams. The goal was simple: increase conversion and engagement, especially among high-intent but unregistered readers, through personalised messaging, clearer hierarchy, and stronger urgency cues. (image below to see left -> before, right -> after)
What I did
Worked closely with my another designer to research, explor, and built a modular design system to support flexible, scalable email templates across a wide range of use cases.
Key contributions included:
Auditing existing templates across departments
Identifying gaps in hierarchy, storytelling, and conversion cues
Prototyping new layouts and interaction patterns
Building a scalable system that teams could adapt without breaking consistency
Results
Sadly I left the team before results matured, as this was a large, long-term initiative that was just gaining momentum when I joined. But the project taught me valuable lessons about driving alignment and designing for impact:
Stay anchored to the goal. With many opinions in the room, steering conversation back to why and who keeps the work sharp.
Prototype everything. Showing beats telling—especially for stakeholders who don’t speak “design.”
Tell a compelling user story. Grounding decisions in user pain points creates clarity and increases buy-in.
