Objectives

LEON’s email flows had been the same since 2017, and they were keen to give them a fresh look that would drive higher engagements and click-through-rates. This came with a big focus on segmentation, and personalising design to appeal to specific audiences they were targeting.  

Key Considerations

Their existing emails had very little flow to them – sections felt disjointed, headers were oversized, and the text and images weren’t placed with much consideration. I wanted to bring an immediate recognisability to the header, using the LEON logo as a consistent anchor to the brand. Designing bold banners was also key to improving CTR, hooking audiences in with beautiful, vibrant visuals.

Design Execution

I started by creating a clear set of guidelines to be followed by the marketing team when creating all emails – font sizes, line heights, button sizes, padding, etc. Starting from this place of structure then allowed me to build in more engaging and fun layouts, setting up columns for text/image combos rather than stacking them on top of each other, and incorporating background colours that gave sections more identity.

My biggest goal was to create a hook of the first fold of the email hooking, so I experimented with animation across banners, keeping transitions and type fresh, and really focusing on championing products. I played around with embedding the entire first fold in a diagonal shape, making it feel cohesive and clearly establishing hierarchy within the emails.

Results

In 2024 end-of-year report, LEON saw a +45.8% YOY increase in open rate vs a 30% target, and an average CTR of 2.15%, compared to a previous CTR of 1.42%.