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What attracted you to email marketing, and how did you get to where you are today?

I used to work as a marketing designer at a Shopify development agency, and many of our clients wanted email marketing services. As a designer, it was important for me to not only create attractive designs for marketing campaigns, but also to understand the technical aspects of email marketing, which often involves testing and experimentation.

What’s your favorite email design trend?

I enjoy it when brands incorporate GIFs or interactive elements in their designs, as it adds a dynamic touch to their emails and makes them more engaging and fun.

What could most ecommerce brands improve when it comes to email marketing?

I’ve seen many brands initially experimenting with their emails. Once they find a successful formula, they tend to use it as a blueprint for all their subsequent emails. However, this approach can fail because the audience is constantly changing. No matter how confident you are in an email’s performance, it’s important to always A/B test if possible.

Furthermore, establishing a design system based on your branding guidelines is essential for maintaining brand consistency. Some brands change their email designs significantly based on each campaign, disregarding basic layout and typography rules in an attempt to make them more marketable. However, consumers nowadays value brand consistency and good aesthetics.

What’s in your email marketing toolbox?

Hardware:

• MacBook Pro
• Apple Studio Display
• iPad Mini

Software:

• Figma
• Illustrator
• Photoshop
• Grammarly
• Miro
• Asana

What’s your favorite email campaign of all time? Why?

I don’t have a single favorite, but I do have two favorite brands that I think are excelling in email design and strategy: Magic Spoon and Graza. I love their fun, creative, and engaging content, which never compromises their brand identity. The dynamic flow of their email content keeps me curious and excited to see what’s in their emails each time. I never know what to expect, but I always recognize their unique style immediately.

Are you using AI? How?

I have been using AI-powered Photoshop tools to streamline my photo and visual assets editing process for email design. In addition to creating email designs, I also handle product photography for some of my clients. Despite preparing the shoots as much as possible for marketing purposes, AI has been beneficial in expanding backgrounds, removing elements from compositions, and even generating new ones from basic product shots. I also rely on Firefly to swiftly develop concepts for client presentations.

What do your parents think you do for a living?

I’m fortunate that my parents understand my work well, and we can have technical conversations about it. My brother is also a graphic designer, so with two of us in the same field, they needed to do some homework to have good conversation material!

Much love,
Andy

Email: [email protected]
Twitter: @emaillove