Design and programming of Email Marketing campaigns for Tolentino Abogados

About

Business at the law firm was intense and wide-ranging. It also included sending out a weekly newsletter to report on local and global news affecting immigrants who might be planning to visit Spain.

The distribution channel was MailerLite, a mass email platform that allows users to create communications for free, subject to certain restrictions. In this case, a generic template was used, which is filled out in a user-friendly (WYSIWYG) interface with text data provided by the marketing specialist and images adapted to the medium and uploaded to the MailerLite server.

New design

Some time after I joined the organization, I was tasked with creating a new email design that would look less generic, be tailored to the company's corporate image, and be more appealing.

To complete a task like this without using MailerLite's paid services, you must create a design directly in HTML and insert it into the code area of the MailerLite builder.

It was also necessary to take into account that the HTML used to create and send marketing emails is very restrictive and outdated, and does not include the functionality and syntax of modern HTML and CSS.

Desarrollo

• Prototype designs created in Figma and Photoshop.
• HTML and CSS development in Visual Studio.
• Functionality and responsiveness testing with various email clients.
• Adapting the design and HTML for mobile devices.
• Implementation and use, but without access to a visual editor (WYSIWYG).

Result

Having our own newsletter design allowed us to create different communications depending on the event and the nature of the message. Unfortunately, having to write HTML almost by hand, along with the work involved in designing the layout and uploading images to the server, meant that these processes were always slow or took up a lot of time in our schedule.