Back to workKev Filmer
Selected work / 03Design + Development

From inbox
to conversion.

Designing, building and optimising email experiences across the full lifecycle — from promotional campaigns and transactional communications to reusable systems for marketing teams.

Disciplines
PromotionalTransactionalResponsive developmentTesting & optimisation
01Overview

More than
email design.

My email work covered the full process from initial creative through to development, testing and optimisation.

I designed promotional campaigns and transactional emails, created supporting campaign graphics and built responsive HTML emails designed to perform consistently across devices and email clients.

Beyond individual campaigns, I created reusable modules that allowed marketing teams to build emails more efficiently while maintaining visual consistency and responsive behaviour.

02The process

Design. Build.
Test. Optimise.

Combining visual design with hands-on development and performance analysis meant I could work across the complete email lifecycle.

01

Design

  • Promotional campaigns
  • Transactional emails
  • Campaign graphics
  • Responsive layouts
  • Visual hierarchy & CTAs
02

Build

  • HTML / CSS
  • Reusable modules
  • Personalised content
  • Dynamic content
  • Responsive development
03

Test

  • Cross-client testing
  • Desktop & mobile
  • Fallback fonts
  • Preheaders
  • Image optimisation
04

Optimise

  • A/B testing
  • UTM tracking
  • GA4
  • Click tracking
  • Campaign performance
03Modular systems

Built to be
reused.

Rather than treating every campaign as a completely new build, I created reusable email modules that marketing teams could combine to produce campaigns more efficiently while maintaining brand consistency.

Module library
01Hero / Offer+
02Product Grid+
03Image + Content+
04Call to Action+
05Trust / USP+
06Footer+
Reusable components
Assembled campaignModules combined into a campaign
Tools & platforms
StripoSendGridBrevoMailchimpHTMLCSSGA4
Black Friday promotional email campaign
01Black Friday campaignDesign + Development
Summer Sale promotional email campaign
02Summer Sale campaignCampaign creative
05Transactional

Designed for the
moments that matter.

Transactional emails were treated as part of the customer experience, not just system notifications. I designed clear, responsive communications that surfaced the information customers needed most — from order confirmation and delivery details to products, payment and next steps.

Order confirmation transactional email
01Order confirmationTransactional UX
01

Information hierarchy

Key order and delivery information prioritised so customers can understand their order status at a glance.

02

Dynamic content

Customer, order, product and delivery information populated dynamically from order data.

03

Responsive by default

Designed and built to remain clear and usable across desktop, mobile and different email clients.

04

Brand consistency

Transactional communications carried the same visual language as the wider ecommerce experience.