Designing My First EmailFrom the perspective of a developer, the HubSpot marketing team spends an insane amount of time each each month building PowerPoint presentations for each other. That's partly because at HubSpot, every decision needs to be supported by data, and every month there's a big meeting to show the results of those choices. It's a great way to do marketing, but it's also very time consuming. With this first email, I sought to make HubSpot's approach to marketing available to everyone in a simple and automated way. The original design for this email was something I first conceived while at Performable. I wanted a short, daily summary that could be quickly scanned and understood. To do that, I leveraged three design patterns:
- Emphasize the big picture.
- Use color coding to tell the story quickly.
- Create a strong visual heirarchy to communicate importance.
Here's the most recent version:
The feedback on the email has so far been very positive. Our first release of the email even satisfied our dream scenario: one of our customers wrote us a glowing review, saying how the PowerPoint saved his skin when he had to rush to a meeting he was unprepared for. We've kept the pressure on by releasing two other emails: the Daily Prospects Digest and the Weekly Progress Report (below). We approached both of these emails with the same vision that drove the monthly email, and they've turned out to be big hits with our customers.