Email Marketing.

I’ve been designing emails for brands for many years, and I love the creative flexibility that comes with targeting different customer segments. Whether it's creating dynamic content for personalised campaigns or adapting designs across responsive templates, email design lets you blend creativity with strategy in a unique way.

A/B testing has been a huge part of my process, I've tested everything from subject lines, preview text, and CTAs to layout structure, image styles, and send times. It's always fascinating to see how even small changes in creative or copy can significantly impact open rates, click-through rates, and conversions. Often, the versions you think will perform best don’t and that insight is where the real learning happens.

I regularly work with ESPs like Klaviyo, Mailchimp, and Dotdigital, using segmentation and automation tools to ensure emails are timely and relevant. I also pay close attention to things like deliverability, accessibility (alt text, readable fonts, mobile responsiveness), and design hierarchy to create emails that not only look great but actually drive results.

Understanding what makes a customer click or shop is key. I enjoy using data to guide creative decisions and build campaigns that balance aesthetic with performance.