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Macy's EmailDesign System

The project kicks off the initiative to push Macy’s image-based layouts to industry-standard HTML emails. The shift to a modular architecture enables capacity efficiency and improves the user experience to forge a better relationship with Macy’s customers.

The problem: image-based emails

Macy’s emails are currently image-based. This is an inefficient way to produce emails with many disadvantages.

  • If the subscriber has images turned off, they won’t see your email
  • Not including live text can hurt the email’s accessibility
  • Making copy edits takes a long time
  • Personalization options are limited
  • The size of the email can cause it to load slowly—or not at all
  • Images may not scale well down to mobile screen sizes
  • The emails will land in the spam folder
  • The emails won’t be searchable

Email with images on

Email with images off

The solution: modular html emails

HTML builds are industry standard and moving to this type of email comes with many benefits for teams using email as a marketing channel. Beyond a design change, the move to a modular architecture enables capacity efficiency, flexibility, and improves the overall user experience.

Design & build once,re-use infinite times

Ensure brandconsistency

Faster speed fromidea to send

Personalization &content flexibility

The process

Discover

Email auditBest practicesCompetitive review

Design

Themes & patternsModule hierarchyImage usageType, color & gridTemplate creation

Develop

Develop modulesTestRefine

Deliver

CelebrateTestRefine

Feb 2021

Apr 2021

Sep 2021

Mar 2022

Modular Architecture

A modular email architecture consists of interchangeable modules that correspond to different sections of emails.

The combination of predetermined modules enables custom designs on the fly.

It is a tool to help define the hierarchy of module types and create the optimal structure for a campaign.

With creative and development best practices built-in, it is an evolutionary system that is easy to update.

Email Design System Library

Adobe CC library

120 modules

Responsive design

Campaign templates

Endless design options

Combine the email building blocks to create a multitude of email campaigns.

******* TABLET *******

Macy's Email Design System

The project kicks off the initiative to push Macy’s image-based layouts to industry-standard HTML emails. The shift to a modular architecture enables capacity efficiency and improves the user experience to forge a better relationship with Macy’s customers.

The problem: image-based emails

Macy’s emails are currently image-based. This is an inefficient way to produce emails with many disadvantages.

  • If the subscriber has images turned off, they won’t see your email
  • Not including live text can hurt the email’s accessibility
  • Making copy edits takes a long time
  • Personalization options are limited
  • The size of the email can cause it to load slowly—or not at all
  • Images may not scale well down to mobile screen sizes
  • The emails will land in the spam folder
  • The emails won’t be searchable

Email with images on

Email with images off

The Solution: Modular HTML Emails

HTML builds are industry standard and moving to this type of email comes with many benefits for teams using email as a marketing channel. Beyond a design change, the move to a modular architecture enables capacity efficiency, flexibility, and improves the overall user experience.

Design & build once,re-use infinite times

Ensure brandconsistency

Faster speed fromidea to send

Personalization &content flexibility

The process

Discover

Email auditBest practicesCompetitive review

Design

Themes & patternsModule hierarchyImage usageType, color & gridTemplate creation

Feb 2021

Apr 2021

Develop

Develop modulesTestRefine

Deliver

CelebrateTestRefine

Sep 2021

Mar 2022

Modular Architecture

A modular email architecture consists of interchangeable modules that correspond to different sections of emails. The combination of predetermined modules enables custom designs on the fly.

It is a tool to help define the hierarchy of module types and create the optimal structure for a campaign. With creative and development best practices built-in, it is an evolutionary system that is easy to update.

Email Design System Library

120 modules

Responsive design

Campaign templates

Adobe CC library

Endless design options

Combine the email building blocks to create a multitude of email campaigns.

******* MOBILE *******

Macy's Email Design System

The project kicks off the initiative to push Macy’s image-based layouts to industry-standard HTML emails. The shift to a modular architecture enables capacity efficiency and improves the user experience to forge a better relationship with Macy’s customers.

The problem: image-based emails

Macy’s emails are currently image-based. This is an inefficient way to produce emails with many disadvantages.

  • If the subscriber has images turned off, they won’t see your email
  • Not including live text can hurt the email’s accessibility
  • Making copy edits takes a long time
  • Personalization options are limited
  • The size of the email can cause it to load slowly—or not at all
  • Images may not scale well down to mobile screen sizes
  • The emails will land in the spam folder
  • The emails won’t be searchable

Email with images on

Email with images off

The solution: modular html emails

HTML builds are industry standard and moving to this type of email comes with many benefits for teams using email as a marketing channel. Beyond a design change, the move to a modular architecture enables capacity efficiency, flexibility, and improves the overall user experience.

Design & build once, re-use infinite times

Ensure brandconsistency

Faster speed fromidea to send

Personalization &content flexibility

The process

Discover

Email auditBest practicesCompetitive review

Feb 2021

Design

Themes & patternsModule hierarchyImage usageType, color & gridTemplate creation

Apr 2021

Develop

Develop modulesTestRefine

Sep 2021

Deliver

CelebrateTestRefine

Mar 2022

Modular Architecture

A modular email architecture consists of interchangeable modules that correspond to different sections of emails. The combination of predetermined modules enables custom designs on the fly.

It is a tool to help define the hierarchy of module types and create the optimal structure for a campaign. With creative and development best practices built-in, it is an evolutionary system that is easy to update.

Email design system library

120 modules

Responsive design

Campaign templates

Adobe CC library

Endless design options

Combine the email building blocks to create a multitude of email campaigns.