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

I got my start in email marketing at my last job. Klaviyo was just taking off back then, and I spent a ton of time learning the ropes with that platform. At first, it felt a bit overwhelming because it was all so new, but I quickly grew to love it—it’s still my go-to ESP today.

When I left that job, freelancing wasn’t the plan at first. But as more email marketing projects started coming my way, I decided to stick with it, and here I am, still going strong! Email marketing has become a major focus in my freelance career.

What really gets me excited about email design is how it lets me blend my creative side with technical skills. Each project brings its own challenges and opportunities to try something new, making sure every email grabs attention and connects with the audience.

What’s your favorite email design trend?

Hmmm, I don’t know if it’s necessarily a trend, but I’m drawn to emails that really embody a brand’s identity. It’s all about those bold typography choices that scream personality (🤤I’m a sucker for a good font), vibrant colors that instantly grab attention, and unique shapes that make the design stand out in a crowded inbox.

These elements together not only make an email visually appealing but also help create a cohesive brand experience that resonates with the customer.

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

I’ll admit, I’ve definitely fallen into the trap of creating image-heavy emails to stay on brand and showcase creativity—guilty as charged! It’s easy to get wrapped up in the visuals, but the reality is not everyone experiences images the same way, whether it’s due to visual impairments, bad internet reception, or email clients that block images by default. To reach the intended audience, e-commerce brands should create emails that shine even without images—captivating copy, descriptive alt text, and easy-to-navigate buttons are key.

What’s in your email marketing toolbox?

Hardware:

• Mac Studio: Was a long-time all-in-one 27 iMac user until they got rid of it.
• 2 Apple Studio Displays: Hoping for a newer larger monitor size to come out!
• iPad Pro: When I need sounds or Court TV in the background—I love true crime!
• Lego the Cat: Not hardware, but my trusty desk mascot—meow

Software:

• Figma: I used to be all about Adobe, but then Figma entered my life and became my go-to tool for almost everything!
• Photoshop: Most of the time I will use it for gifs or their Generative Fill feature
• After Effects: For simple gifs
• Grammarly: Checks my grammar so there’s no oops!
• ChatGPT: Helps give me ideas for copy
• Notion: Organizes my daily to-dos
• Loom: Great for sending explainer videos
• Slack: To communicate with clients
• Litmus: Great for email testing when I’m living the high life. But when I’m on a budget, I’ve found Testi to be an affordable alternative that gets the job done without breaking the bank!

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

There are so many brands and emails to choose from nowadays that it can be hard to pick a favorite. But if I had to go with the one I’ve seen recently that stands out, I’d go with Bite Toothpaste Bits.

I know, I know—technically, these emails are all images, but from a design perspective, they’re simple and well done. The messaging is clear, the visuals are simple yet eye-catching, and they’re always promoting their eco-friendly mission in a way that feels natural, not forced. Plus, I love their branding—their pop of green in CTAs and other elements are vibrant and energizing. The font choice is spot on (Queens 🤤, seriously), and their lifestyle and product imagery are awesome.

Speaking of their branding—it’s always so consistent. You don’t have to look at the sender’s name to know it’s theirs. The look and feel of each email are unmistakable, making it easy for their audience to recognize and connect with their brand every time.

The beauty of their emails is that they are not overly designed—nothing feels cluttered or distracting. But it comes together perfectly when you combine all of their branding elements—the vibrant color, great font utilization, and clean layouts. It’s aesthetically pleasing without being overwhelming, and it’s easy to follow, which makes the entire experience enjoyable for the reader!

Are you using AI? How?

Yup! I’ve found ChatGPT incredibly useful for generating ideas for email copy—Grammarly recently integrated it into their platform too!

Photoshop’s new Generative Fill feature has also been a game-changer for extending photo backgrounds. Previously, editing images that needed more space was a challenge, but now, with just a click, it seamlessly extends backgrounds—most of the time.

And speaking of time-savers, using AI to remove backgrounds from objects has been a real lifesaver. Gone are the days of tedious pen tool work; now, I can accomplish it in a fraction of the time.

These tools have streamlined my workflow, freeing me up to focus more on the creative side of my work.

What do your parents think you do for a living?

My parents and friends know I’m a graphic designer, and I’ve explained that my focus is on designing emails. But, if I’m being honest, they still don’t fully grasp what that involves. With my parents and most people, if you’re not fully immersed in the email marketing world, you might think I’m just the person behind all those spammy emails!

You can check out Marissa’s portfolio or follow her here.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove