I previously worked as an in house graphic designer for the historic and successful shoe manufacturer Clarks, designing and building emails for both the UK and European consumers, that were sent to an extensive customer database focused on engaging customers with products and driving international sales of the brand.
I was part of a growing multichannel retail team, designing material which got sent to consumers of Clarks shoes as part of the brand’s exciting growth strategy. Whilst at Clarks head office in Street, Somerset, I worked on a wide variety of material from website assets and affiliate banners to site pages, imagery cropping and retouching and most predominantly, email design and build. I learnt techniques for email best practice and adhered to Clarks brand guidelines, while pushing the visual boundaries and bringing ideas to life which encouraged brand loyalty and repeat spend with one of Britain’s most historic and successful international fashion brands.
eCRM Email Newsletters
One of my big responsibilities for Clarks as a designer was working on the mens, womens and kids designs for product email newsletters which we sent through the week. Here we see a selection of creative from the Spring Summer 16 Collection.
PANGAEA Website Designs
One of the biggest projects undertaken by Clarks was the implementation of a brand new website platform called PANGAEA, which launched initially for all EU websites in October 2016, and rolled out for UK in April 2017. I worked on designing launch emails and banners using the new brand guidelines established for PANGAEA’s cleaner look and feel post launch.
Adaption of Hub Pages to Emails
To coincide with the release of bespoke hub pages, for collaborations including Disney film releases of Star Wars and Marvel’s Black Panther, I worked on the designs featured for use on the UK and European emails, adapting the supplied brand content to be 590px wide and responsive on our mobile template.
HTML Coding
As well as designing eCRM email campaigns, I had the opportunity to build campaigns in Dreamweaver, generating and dropping in tracking links for the campaigns and uploading the code file and imagery into the build platform Experian.
I have also worked with Litmus to test how the email build will look in various browsers. This has given me the opportunity to design directly into the code on occasions and work on creating mobile responsive building blocks which we used to create more dynamic mobile/ desktop layouts. It’s also given me a greater understanding of the coding process and the restrictions we have between elements we design, and what’s actually possible in the code.
Analytics
Another part of my role was reporting and analysing both the site pages/banners and email campaigns we sent week on week, looking at open rates, click through rates, conversion, and sales. I looked at how consumers behave on our designed materials, identifying consumer behaviours and mapping trends.
This helped us to develop a testing plan on emails, testing subject lines, and times of send to increase the open rates and testing x2 variants of design and content to see the impact this had on engagement metrics.
Get in touch
If you like what you see and want to discuss any digital or print-based creative work please don’t hesitate to get in contact, and we can go from there