01 / TradeTools / Email campaigns / 2025–2026

72Hrs.
300,000+ inboxes.

A weekly retail EDM with dozens of products and taken from dense product and pricing data to deployment.

Email designHTML productionDotdigitalCampaign QA

$9.52MTotal revenue across EDM campaigns

$6.97MCalculated revenue above baseline

300K+Subscribers per major send

≈72 hrsRecurring production window

01 / The challenge

A major campaign, rebuilt every week.

Each promotion compressed a large volume of products, prices, offer conditions, and stakeholder input into one clear customer journey. The regular working window was effectively around 72 hours, with final revisions often continuing close to deployment.

02 / End-to-end ownership

Design did not stop at the layout.

I interpreted product data, established the visual hierarchy, prepared and optimised imagery, built layouts in InDesign, assembled table-based HTML, ran test sends, incorporated stakeholder changes, and completed the final Dotdigital deployment.

03 / Production reality

Reliability inside a fixed framework.

The supplied campaign system used one square-led modular design across desktop and mobile rather than a fully responsive redesign. My job was to make that inherited structure clear, accurate, consistent, and dependable under real commercial pressure.

04 / Commercial impact

Creative tied directly to sales.

Revenue was calculated internally by comparing weekly sales quantities with baseline weekly sales, then applying the uplift at sale price. The resulting campaigns generated $9.52M in total revenue, including $6.97M calculated above baseline.

Selected
artwork.

Campaign artwork / weekly production examples

The weekly production reality

One email. Many inputs. No room for error.

The visible campaign was the end of a much longer process. A typical week brought 50+ featured products, hundreds of individual InDesign elements to create, update, and verify, shifting commercial priorities, and a long chain of stakeholder feedback. All of it had to become one clear, accurate EDM inside an effective 72-hour window.

01 / Intake and hierarchy

Each cycle began with a substantial mix of products, prices, offer conditions, brand assets, and sales priorities. Before designing anything, I had to interpret that material, resolve gaps and build a hierarchy that could carry customers from the headline promotion through dozens of individual offers without losing clarity.

02 / Designing at production speed

The artwork needed to feel energetic and retail-focused while remaining practical to produce. Headers, gold features, product features, standards, and redemption modules were created as a repeatable visual system, giving every offer the right emphasis without reinventing the campaign from scratch.

03 / The many-cooks challenge

The most arduous part was rarely the first design pass. Campaigns moved through a long line of category, product, marketing, and management stakeholders, each with legitimate priorities and often overlapping or conflicting changes. Prices shifted, products were replaced, messages were re-ordered and approved artwork could return for another round close to deadline.

04 / Revision control

Keeping that process moving meant translating scattered feedback into a single controlled version, checking every amendment against the broader campaign and protecting the visual hierarchy as more voices entered the review. The craft was as much orchestration as design: knowing what had changed, what still required approval and what could not be allowed to break.

05 / From artwork to HTML

Once the layout was approved, I prepared and optimised the imagery, then rebuilt the campaign in reliable table-based HTML within the inherited square-led framework. That required careful control of image weight, spacing, links, and module order so the designed experience survived the move from InDesign into the inbox.

06 / QA, approvals and deployment

Test sends created another detailed pass: every price, product, link, offer condition, and visual module had to be checked, alongside rendering and campaign setup. Late changes were incorporated without losing earlier approvals, and the final campaign was assembled and deployed through Dotdigital to an audience of more than 300,000 subscribers.

07 / See the full scale

A cropped artwork module cannot communicate the sheer length of these weekly EDMs. Open the full-size sends below to see how 50+ products and hundreds of individual elements came together as one complete campaign.

View full email example 01 ↗View full email example 02 ↗View full email example 03 ↗

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