America’s Test Kitchen Promotional Emails
As Associate Art Director, I led the design for all America’s Test Kitchen online membership promotion emails. These emails were sent at least once a month to more than 4.5 million subscribers per send and were one of the largest sources of new memberships for the company.
My goal for these promos was to create designs that were distinct enough to keep customers engaged from send to send, but also consistent enough to maintain a cohesive branding and styling for this unique type of promotion. Keeping this balance in mind, I focused on utilizing and manipulating eye-catching photography to fit our heroes, highlighting delectable food that entices people to learn our recipes. For each send, I created customized blocks to cater to more than 8 unique audiences (requiring custom offer language and imagery), and worked with the marketing team to develop a variety of A/B tests to further strengthen email performance. Each email was designed responsively with distinct designs for multiple breakpoints on desktop and mobile.
I designed these emails using a combination HTML/CSS in Dreamweaver, custom graphics in Photoshop, and prototyping/wireframing in XD and Figma. I used Litmus and Everest to check compatibility with various email clients, loaded the creatives as custom blocks in Salesforce, and archived email blocks for reference in Zeplin.
