John Lewis & Partners Mailchimp Email Template - Case Study
John Lewis & Partners approached me to design and build a new Mailchimp Email Template for their Internal Comms Updates. This case study will explain what was required and how I fulfilled this request.
The Brief
Objective: Create an engaging email template to showcase media and influencer coverage highlights that mention the brand. The email will be sent out weekly to over 5,000 internal John Lewis & Partners stakeholders, equating to 200 email addresses, as some of our distribution lists go out to multiple people (for example, one email address can reach 200 people). The audience needs to be able to read it on their phone or desktop easily. The template must be quick and easy to amend each week for the team. The email must showcase and bring their work to life - it is their internal PR tool.
Template to include:
• A week in stats,
• Event Section,
• Coverage from Print Media, Internet Media and Influencers,
• A "What we Love" section,
• T&Cs and definitions etc., small print section.
• A week in stats,
• Event Section,
• Coverage from Print Media, Internet Media and Influencers,
• A "What we Love" section,
• T&Cs and definitions etc., small print section.
Brief Summary: A simple but well-designed report that lets the work speak for itself. It needs to display both imagery and copy well. The design must engage the eyes of the reader (nothing too dull and nothing too busy). Easy to use and update.
Design Process
Research Phase: After reviewing the brand book and analyzing available resources, I looked into the client's customer-facing emails. This helped me gain insight into their style and gave me some valuable ideas. Additionally, I explored their public-facing websites for inspiration and ideas.
Design Phase: Using Adobe XD, I created a template you can see in this case study. I followed the new brand guidelines created by Pentagram. I included all the elements the client needed and would require. This phase was completed swiftly after a few design reviews from the client.
Build Phase: Using Mailchimp, I created the template. The only issue During the build was the "Weekly Stats" section. This section had to be created as a "code block" due to some current column restrictions in the current Mailchimp builder system. However, this was simple. It was a simple table created using one row and three columns. Inline CSS was used to style the elements. The client was instructed on how to use the HTML to update the content.
Final Notes: The client was thrilled with the design and the built template. After extensive testing, they published their first email, which was received well.
Following this good result, I was also asked to make a template for Waitrose, which you can see in this template. It was a simple update of just branding. I am proud of both templates and thrilled to share them here on Behance.
Client Testimonial
"We reached out to Gem to help us with creating a report for our press coverage each week. I cannot recommend Gem enough. From our first initial call she was absolutely fantastic, quick, responsive and got the brief dead on straight away. No question was a silly question and we really felt supported when we were trialing the template. She was also brilliant at making changes, even after the project was completed and also helping us with any problems we ran into along the way. If you want a sleek report and someone to help you create it and go above and beyond, then Gem & White Rabit is definitely a winning choice."
Claire Convery
Partner & Communications Assistant, Brand & Lifestyle
John Lewis & Partners
John Lewis & Partners
Credits
John Lewis & Partners Mailchimp Template - Case Study
UI/UX, Graphic Design
19
1
0
Published: Jun 05, 2023
Tools Used
Adobe XD, MailChimp