Rollie Nation
Email campaigns
Situation
During my time at Rollie Nation, a significant situation that highlighted the need for and led to the creation of a more formal email design system revolved around a period of rapid growth and diversification. We were consistently launching new shoe styles, running various marketing campaigns, and, most excitingly, embarking on several collaborations with other brands and artists.
Recognising these challenges, I took the initiative to propose and begin building a dedicated email design system. My goal was to create a set of guidelines, reusable components, and templates that would ensure consistency, improve efficiency, and provide a solid foundation for all future email campaigns, regardless of their specific focus.
I analysed past email campaigns that had performed well for new product launches, previous campaigns, and past collaborations. I identified recurring design patterns, successful content structures, and effective calls to action.
This experience solidified the value of a dedicated email design system. It moved email design from a reactive, ad-hoc process to a more strategic and scalable one. Over time, this initial framework was further refined and expanded, becoming an essential tool for all our email marketing efforts at Rollie Nation, ensuring that every new product launch, campaign, and collaboration was communicated effectively and on-brand.
Tasks
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To create a robust and well-documented set of guidelines, reusable components, and templates that ensure brand consistency, improve efficiency, and provide a scalable framework for all Rollie Nation email campaigns.
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To create targeted and relevant email campaigns that resonate with specific customer segments, fostering stronger engagement, driving conversions, and nurturing customer relationships beyond specific product launches or collaborations.
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To create email content that captures the recipient's attention, provides value, strengthens their connection with the Rollie Nation brand, and encourages desired actions like website visits, content consumption, or making a purchase.
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To continuously improve the effectiveness of Rollie Nation's general email campaigns by testing different elements and making data-driven decisions to enhance engagement, conversion rates, and overall performance.
Actions
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Personalised content is more likely to resonate with recipients, leading to higher open rates, click-through rates, and time spent engaging with the email. Showing relevant products and offers directly increases the likelihood of subscribers making a purchase.
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Subscribers who know when to expect emails from Rollie Nation are more likely to anticipate and open them. A consistent cadence helps build a routine. A consistent schedule allows for more accurate analysis of campaign performance over time, making it easier to identify trends and optimise strategies.
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A consistent message and visual identity across all channels strengthens brand recognition and provides a more seamless customer journey. By cross-promoting content and campaigns across different platforms, we can reach a wider audience and encourage engagement on multiple touch points.
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Regular reviews ensure the email design system remains aligned with Rollie Nation's evolving brand identity. Keeping the design system up-to-date with the latest design trends and marketing needs allows for faster and more effective email creation.
Results
The annual refresh of Rollie Nation's email series flow resulted in several positive and measurable results, contributing significantly to our marketing efforts and customer engagement.
Following the refresh, we observed noticeable improvements in key email marketing metrics across the board. Open rates generally increased due to more compelling subject lines. Click-through rates saw a lift, indicating that the updated content and stronger calls to action were more effective at driving engagement. Most importantly, conversion rates from these email flows also improved, demonstrating a direct positive impact on sales generated through these automated campaigns.
The process of analysing past performance and monitoring the results of the refreshed flows provided us with valuable data insights into customer preferences and content effectiveness.
