Matthew Coughlin is a Gulf Breeze, Florida-based photographer who shoots Corporate, Industrial, Music/Performing Arts, Sports/Fitness, and Portraiture. Even though Matt has been a professional photographer for many years, he only recently began to ramp up his email marketing efforts. Although Mailchimp and most other email service providers offer basic design templates, Matt thought it was time for a more customized approach to his emailer design. Our Emailer Template service was just what he needed in order to take that next step.
Before starting any design project, I like to review the photographer’s work, brand guidelines, and any existing marketing material. This helps me think of solutions while maintaining consistency throughout their overall brand strategy. After reviewing their body of work, I meet the photographer for a quick chat. A conversation allows us to craft an aesthetic and clarifies any doubts so we are on the same page.
During our call, Matt and I agreed on a template that could cover everything from corporate headshots to sports and athletes. Matt wanted a template that could function in diverse contexts, so it was important to prioritize versatility throughout the design process. Once we had determined his needs, I shared a folder of email templates we’ve made in the past. Matt pointed out some of his favorites that informed my approach to his custom design.
Before our call, I studied Matt’s website so I could get a better sense of his individual style. During our call, he mentioned that he likes simple and clean designs that are equally energetic.
This deep dive into his brand assets was a crucial part of the design approach. I tried to incorporate aspects of his existing aesthetic and use shapes already present on his logo whenever possible. After testing various designs and layouts, I found that a simple black and white palette paired with a strong font and a minimalist logo-mark provided the ideal balance for the foundation of the template option.
The first option has the logo on top left, a horizontal full-bleed image, followed by a set of two vertical images right aligned, then a place for text. After that, another grid of three images, a horizontal centered, two verticals left aligned. Part of the images overlay a black shape in the background, which simulates a part of the logo (rotated in 90 degrees). Contact info appears in a centered footer.
The second option is a compact template. It has a bigger header with logo on the left and a grid of four images around it. There is the text section and another grid of three more images. For this option, we have a black rectangle shape covering almost the entire email, except in the logo, contact info, the top right and bottom left images. This footer shows a small version of the logo and the contact info.
The third option has the original and variation. While 3.a is a simple fully white background, 3.b uses the logo shapes as background to provide a sense of movement behind the images. The vertical images are arranged in a simple grid of two or three images across while the horizontal images are full-bleed. The shapes were placed in a way that covered the body copy and contact info at the footer.
With the fourth option, I wanted to provide a template that could be adjusted to feature more than one project title. The header includes an image, the logo with no spacing left aligned, and the contact information. Beneath this, there is also a set of images. There is an important difference between these two variations: 4.a uses the logo as the cropping element in parts of the images, but 4.b images aren’t cropped. This option also includes a section that features the last three Instagram posts and could be easily incorporated into any of the other options.
Hey José — we received the test and it looks good on desktop and mobile. Thank you!
Matt ultimately chose option 3.b for his emailer template and has been very satisfied with the results. With a clear goal, consistent communication, and creative collaboration this was a smooth and successful operation. I’m always satisfied when I know a client is happy with the work I created for their business.
Further Reading
Expert Advice: Email Campaign Analytics
Expert Advice: Emailer Design for Photographers
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