During my time at Storedge, I owned the end-to-end process of designing and developing marketing emails that spoke directly to our audience—self-storage operators and owners. From promotional campaigns to product updates, each email was crafted to be visually engaging, on-brand, and optimized across devices. Working within a lean marketing team meant I wore multiple hats—concepting, designing, coding, testing, and deploying responsive HTML emails from scratch.
Role:
Designer + Developer
Industry:
Self Storage
Duration:
2 weeks
Challenges
Create from Scratch: Build a library of responsive, branded email templates from the ground up—no drag-and-drop builders, just clean HTML/CSS.
Audience-Specific Messaging: Design layouts and write copy that resonates with a niche B2B audience—self-storage operators and owners—without sacrificing visual appeal.
Cross-Client Compatibility: Ensure every email rendered correctly across a wide variety of devices and email clients (even those tricky Outlook versions).
My Approach
Discovery Phase
Audience Insight: Developed a deep understanding of our niche audience to ensure messaging, visuals, and structure resonated with their goals and daily challenges.
Design Research: Reviewed industry best practices and competitors’ email strategies to identify areas of opportunity in visual storytelling and user interaction.
Design & Development
Custom HTML/CSS: Hand-coded responsive emails that rendered consistently across major clients and devices—avoiding template bloat and giving us creative control.
Modular Design System: Created a flexible set of reusable design components that could scale and adapt to different campaigns.
Brand Alignment: Maintained visual consistency with the Storedge brand while experimenting with subtle layout changes to boost engagement.
Testing & Iteration
Cross-Client Testing: Utilized tools like Litmus to test and troubleshoot across multiple email clients and screen sizes, ensuring a pixel-perfect finish.
Performance Review: Analyzed open rates, click-through rates, and conversion metrics to inform refinements in structure and design.
Team Feedback Loop: Collaborated closely with marketing stakeholders to gather feedback and continually improve the effectiveness of each campaign.
Results
Our email campaigns consistently outperformed industry benchmarks, with notable improvements in click-through and engagement rates. Thanks to streamlined workflows and a reusable design system, we were able to deliver campaigns faster, with fewer errors and more design flexibility. The polished visuals and clear UX made it easier for users to take action—translating to higher product interest and stronger relationships with our audience.
Future Plans
Personalization & Segmentation: Integrate advanced personalization and segmentation tactics to deliver more relevant content based on user behavior and industry needs.
Dark Mode Compatibility: Optimize templates for dark mode to ensure accessibility and visual consistency across user preferences.
Conclusion
My work on email campaigns at Storedge was more than just building pretty layouts—it was about crafting strategic communication tools that performed. By combining design fundamentals with solid development practices, I helped elevate Storedge’s email presence and made sure our messages got read, clicked, and remembered.
