Overview
Morrisons design and development teams were designing and building all their email campaigns from scratch using a very old system, that was not mobile friendly. This was very inefficient and also unmanageable for the delivery team who had been given a new system to integrate.
I was briefed to streamline the email programme to save design and development time and build in consistency while ensuring mobile suitability.
Loyalty scheme communication with dynamic personailised content.
A mobile first attitude was taken to respond to the huge increase in users accessing Morrisons on their mobile devices and to ensure that all scaleable content was suitable and relevant for all customers.
26 email templates were distilled into a much more manageable selection of 6. These were used as a basis for the whole eCRM programme, ranging from weekly trading emails and service messages to editorial communications and loyalty scheme updates.
Seasonal trading email with supporting links to editorial content.
A simple and robust grid system was established to ensure consistency and create suitable pacing throughout the communications.
A strong grid was established to create good pacing through the communications.
The design process was streamlined with a Photoshop template. This included smart objects that only required the design team to create a series of assets. These automatically populated mobile and desktop layouts for the approval process.
A photoshop template was created to aid the design team in creating assets efficiently and to ensure consistency across all communications.