Whole Foods Market
email design refresh
Project overview
At the time, Whole Foods Market's subscriber list was 10MM and growing, and, as one of our most demand-driving channels, maintaining engagement was critical. As our list size grew exponentially, our open rates and CTORs were falling.
Emails had a confusing CX with no clear distinction between program priorities within email and no clear takeaway for customers.
Email templates had not been refreshed for several years and the design was outdated. We’d also done a complete brand refresh on other channels, and email didn’t reflect that.
What I did
Role: Lead content strategist and content designer
In partnership with a graphic designer, we developed concepts for both weekly emails and dedicated emails (desktop and mobile versions).
We created a new modular email system to accommodate variety of marketing messages and objectives, and provided a clear set of guidelines so email is easier to execute for all teams involved.
Established messaging hierarchy for marketing program support, across both weekly and dedicated emails.