Email Newsletter Campaign
Branding, UI Design, Email Design
Project Overview:
Crew Brewing Co. is a microbrewery and pub located in Limerick city that opened in 2020. They brew their own beer on site and serve it along with local beers, ciders, and spirits. Community is very important to Crew and they regularly host events for people to enjoy with friends and make new ones. As part of their marketing plan, they decided to set up a monthly email newsletter.
Company:
Crew Brew, 2022
Tools:
MailChimp, Figma, Pen & paper
Design Process Stages:
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Branding & UI Design
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Testing & Deployment
Project Goal:
The main goals of the newsletter are to:
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increase awareness of the pub
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advertise new beers
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promote upcoming events.
The email campaign will run alongside their social media channels, and will provide additional room for Crew to share their story and for customers who are not active on social media to stay up to date.
Process:
Defining the email content
I began by meeting with two employees and discussing what type of content we thought should be included in the newsletter. This was based on reviewing: other newsletters, feedback received from customers on the type of information they wanted to know, and Crew's marketing goals. I then began to look at the overall picture and mapped out the customer journey: from hearing about the newsletter, to signing up, and then receiving regular emails.
Designing the layout
We decided to use MailChimp to run the email campaign, and my next step was to review the platform and any possible limitations. After this, I began to sketch out some high-level ideas of what the emails layout could be. I reviewed layout ideas with the Crew team and once we were in agreement, I began to create the template in MailChimp. It was important that the template would have an adaptable design would be easy for Crew employees to update every month.
Creating a MailChimp template
Once the layout was created on MailChimp, I began to finalise the visual design. My main focus here was to match it with Crew's existing branding, particularly their website. This stage also included multiple rounds of testing the template, by sending it to various email providers and reviewing it on a variety of screen sizes. When the template was complete, I then began to focus on the sign-up flow. This mainly included a landing page where customers would enter their contact details, as well as any success and error screens that the user might see when signing-up or unsubscribing.
