Case Study · 2022–2024
← Back to WorkLifecycle & Email Campaigns
Designing the full email lifecycle from welcome sequences to re-engagement campaigns. Building scalable templates in Braze and establishing a visual language that drove measurable retention.
Over two years, I designed every customer-facing email. Transactional confirmations, marketing campaigns, seasonal promotions, host communications, re-engagement sequences, and referral flows. This wasn't a one-off project; it was an ongoing system that grew with the business.
Once everything was deisgned in Figma we built a modular email template system in Braze. Instead of designing each email from scratch, we created composable blocks, hero modules, listing cards, CTA patterns, testimonial strips. These could be assembled into new campaigns in hours instead of days with minimum design oversight.
I mapped every touchpoint in the guest and host journeys where email played a role. The guest lifecycle alone had 23 distinct email touchpoints. The host side had another 18.
We identified the highest-leverage moments: the 48 hours after a search without booking (re-engagement), the day before a trip (anxiety reduction), and the first week after a host's listing goes live (activation coaching).
Modular blocks
Every email is built from a library of 12 reusable blocks. Hero images, listing grids, single-CTA sections, testimonials, pricing callouts, and more. Each block is tested across 30+ email clients and has dark mode variants.
Brand consistency at scale
Before the system, each campaign was a one-off design. After, anyone on the marketing team could build a new email while maintaining visual consistency without design bottlenecks. This freed me up for higher-leverage product work.
Results
Emails that earn.
+13%
Overall email engagement rate improvement
$ 1.2M
Incremental GMV attributed to lifecycle campaigns
4×
Faster campaign production with the template system