Project Overview

Problem: Academy Sports + Outdoors sought to increase online sales and in-store foot traffic during the holiday season by launching visually appealing email campaigns. The goal was to ensure product promotions were effectively communicated while maintaining the brand's identity.

Solution: I designed a series of holiday-themed email campaigns that prioritized clean, intuitive layouts, strong calls-to-action, and dynamic product imagery to capture customer attention and drive conversions.

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Research and Strategy

Goals:

• Develop engaging email designs tailored for a diverse customer base.
• Highlight promotional offers, including discounts, product recommendations, and credit card incentives.
• Maintain visual consistency across campaigns while incorporating festive holiday elements.

Actions Taken:

• Conducted a competitive analysis to benchmark design strategies for seasonal campaigns.
• Reviewed historical campaign performance metrics to identify key design elements that drove engagement.
• Collaborated with the marketing team to align messaging and calls-to-action with business goals.

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Design and Execution

Goals:

• Create visually appealing layouts that ensure seamless readability across devices.
• Optimize for click-through rates (CTRs) with clear calls-to-action and compelling visual hierarchy.

Solution:

• Designed modular email templates to allow flexibility in featuring various product categories (e.g., apparel, footwear, outdoor equipment).
• Incorporated bold typography, festive color palettes, and seasonal iconography to evoke a holiday spirit.
• Ensured all designs were mobile-responsive for accessibility across devices.

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Tools Used

• Design Software: Adobe Photoshop, Adobe Illustrator
• Prototyping Tools: Adobe XD
• Analytics Tools: Google Analytics (to track CTRs and conversions)

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Results

• Increased Engagement: Email campaigns achieved a 15% higher open rate compared to previous campaigns.
• Improved Click-Through Rate: CTRs improved by 10%, indicating stronger customer interest.
• Revenue Growth: Campaigns contributed to a 20% increase in holiday sales.
• Customer Feedback: Positive customer feedback highlighted the email campaigns' clarity and visual appeal.

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Testing and Iteration

• Conducted A/B testing to refine subject lines and calls-to-action for maximum engagement.
• Used customer feedback to optimize layouts for future campaigns.

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Conclusion

These holiday email campaigns successfully combined engaging visuals, clear messaging, and strategic layout design to drive sales and improve customer engagement. The project demonstrated my ability to create compelling e-commerce designs that align with business objectives and enhance customer experience.

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