Millions of mothers around the world rely on the helpful information provided by BabyCenter’s personalized email marketing campaigns.

Brief

Create a new responsive email template for flagship email product with an emphasis on performance.

A little background: BabyCenter has a great quarterly event called “Innovation Days” which is a sprint program in which projects are pitched by employees. The project/challenge is presented at a company event and individuals volunteer to team-up on the project. During my time at BabyCenter I participated in many Innovation Days projects, but this one was my suggestion. I observed a pattern of mediocre statistics on one of the email marketing campaigns I managed, which just happened to be the marketing department’s flagship product. I knew the stats could be improved by making a responsive template since we knew a majority of users were opening these emails on their mobile devices.

timeline

6 weeks : Project kickoff

5 weeks : Handoff from Design to Email Production

4 - 1 weeks : Refining

0 weeks : Launch

my role

As Email Production Manager I initiated this project, worked closely with the art directors to inform their design choices, developed and tested the template and managed the campaign.

I collaborated closely with art directors, designers, copy editors and ad campaign managers to see this product through from conception to enduring success.