The Ritz-Carlton Hotel

Lifecycle Marketing Design
Senior Designer, Responsys Agency

I was the design lead for The Ritz-Carlton's monthly e-newsletter account, which featured dynamic content for four customer segments. Upon joining the account and reviewing their data, over 54% of their customers opened emails on mobile. I iterated and designed a mobile-first layout that scaled up for larger devices and desktop. The header and footer stayed responsive while the body scaled up. The new modular template was optimized to align with the activity of their users resulting in significant uptick in CTR (view case study).

I also designed a “kinetic” interactive hero template, with a multi-tab module to present additional content to customers within the email. These additional click opportunities for customers resulted in a 241% increase in hero clicks YOY. This kinetic hero won a 2017 Gold Award in the Horizon Interactive competition in the Email Newsletter category.