Jessica Lin Design
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HotelTonight E-mail Program

SEPHORA
E-mail Newsletters
2015-2016

Out of the multiple outlets through which Sephora markets and advertises, e-mail newsletters offer a more intimate and individual-focused interaction. From non-members to VIB Rouge members (the highest-tier of loyal clientele), thousands of Sephora shoppers receive these e-mails. However, they are segmented to cater towards the client, which offers a personal experience. Segmentations include membership tiers, personal beauty concerns, and more. As a designer that has crafter many of these e-mails, I have found a way to consistently represents Sephora's voice while creatively exploring the theme, whether it is holiday-oriented or aimed to inspire a sunny Spring vacation. 

 

HOTELTONIGHT

E-mail Program Redesign

When I first joined HotelTonight, my biggest project was to redesign the entire email ecosystem. This included ad hoc marketing emails, product education emails, and user journey emails. Prior to my arrival, the team was sending out emails that looked like this:

 
 

BEFORE

 
 

From the research to iterations phases, my decisions were informed by these priorities:

  1. stay connected with product design

  2. give visuals and imagery the center stage

  3. create adaptable templates for longevity

  4. optimize for the mobile experience*

    The HotelTonight email program evolved into:

 
 

AFTER

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As a result of redesigning the program to prioritize the mobile booking flow, the team saw a 48% increase of email opens on mobile, as well as substantial lifts in associated clickthrough metrics.

 
 
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The new design system also allowed the CRM team to tell more intricate stories…

 
 
 

…as well as inform users of their HotelTonight benefits with clarity and delight.

 
 
 

*At the time, HotelTonight was a mobile-only app.

 

ART DIRECTION ▫️ LAYOUT DESIGN ▫️ PRODUCTION