A NEW APPROACH TO
EDITORIAL EMAIL
Wayfair’s email program has historically thrived on dynamic personalization, loud sale messaging, and a continual focus on conversion. While these aspects are powerful and all have their place in email marketing, there was a noticeable gap in meaningful, inspiring, and helpful home content. This realization evolved into an exploration to capture what editorial marketing content could look like coming from Wayfair. The project goal then evolved into defining repeatable franchises or concepts that would become familiar to customers, engage them in new ways, and further Wayfair as a helpful friend, educator, and lead band in the home space.
Project Role: Lead Art Director & Design Support
Responsibilities: Oversaw and guided the development of editorial franchise concepts for the Wayfair email program in partnership with the Editorial Copy lead and Email Marketing leadership. Designed wireframes and high-fidelity mock-ups alongside the working team.
Project Goals & Challenges
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Dynamic Content Integration
While the focus remains on building editorial content, the aspect of dynamic personalization was still mandatory for all concepts. This presented the unique challenge of finding ways to build a narrative that would remain intact, no matter what content or product was displayed in key parts of the emails. (Empty blocks in email designs represent dynamic integration.)
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Grow Brand Voice
Position Wayfair as a helpful friend and guide for all things home. Remain approachable, positive, and real through authentic storytelling and engaging messaging. Showcase Wayfair as a host, not a style or design expert, evolving Wayfair’s voice to a conversational, light, and easy-going tone.
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Seamless Customer Experience
With a new focus on storytelling, informational, and inspirational content, a growing need for dedicated and more robust landing pages was created. This focus ensured the customer’s experience from email to site was cohesive and equally engaging once landing on Wayfair.
