ASHP Foundation Email Template Trio
Skills:Email Design, UX Design
Date:September 15, 2014
Goal: Create three modern and simple templates for a newsletter, news alert, and invitation that could be easily scanned by recipients and direct traffic to the Foundation’s website.
Challenge: Designing a series of templates that are visually interesting without the use of imagery. The Foundation uses imagery very sparsely and did not want to include any pictures that were too literal. This led me to design visual cues that are content based, using color to subtly suggest action.
Process: My client provided several samples of messages that the Foundation would typically send. By examining the content, I was able to design simple solutions to meet the goals of the foundation.
The newsletter features a table of contents that allows recipients to skip to sections of content that is most important to them. I designed an events table for the Foundation to advertise upcoming courses and events for several months in advance.
In the news alert and invitation we brought the call-to-action to the top of the message. Making it easier for recipients to immediately sign up for the event, register for the course offering, or learn more about a scholarship being offered. I also included several layout combinations for main content, speaker or honoree descriptions.
The foundation has easily adopted these new templates into their editorial workflow and has seen an increase in recipient click rates.