Email Ecosystem Redesign & Performance Transformation
A full-scale redesign of Rocket Software’s email ecosystem—introducing a modular, governed system that improved user experience, aligned teams, and drove a 10x increase in engagement.
Executive Newsletter - Desktop
Executive Newsletter - Mobile
Webinar/Event template - Dark Mode
Webinar/Event template - Dark Mode - Mobile
Webinar/Event template - Light Mode
Webinar/Event template - Light Mode - Mobile
Content Nurture - Laptop Image - Dark Mode
Content Nurture - Laptop Image - Dark Mode - Mobile
Content Nurture - Laptop Image - Light Mode
Content Nurture - Laptop Image - Light Mode - Mobile
Content Nurture - Tablet Vertical - Dark Mode
Content Nurture - Tablet Vertical - Dark Mode - Mobile
Content Nurture - Tablet Vertical - Light Mode
Content Nurture - Tablet Vertical - Light Mode - Mobile
Product Offer - Video - Dark Mode
Product Offer - Video - Light Mode
Product Offer - Video + Key Benefits - Dark Mode
Product Offer - Video + Key Benefits - Light Mode
Simple Ops - Dark Mode
Simple Ops - Light Mode
Background Context
Rocket’s email ecosystem was fragmented and inconsistent. Templates lacked governance, execution varied by team, and emails often went out off-brand and unoptimized.
Mobile responsiveness, accessibility, and content hierarchy were not standardized. Despite email being a critical lifecycle channel, it lacked the structure needed to perform at scale.
Core Objectives
Build a scalable email system that:
Standardizes templates across key use cases
Improves usability, accessibility, and mobile experience
Introduces governance and clear usage guidelines
Elevates brand consistency and performance
Our goal was to move away from labor-intensive, inconsistent one-off execution toward a structured, high-performing system.
My Approach
I led the initiative end-to-end—strategy, design, stakeholder alignment, and execution—while also working hands-on as art director, designer, and project manager.
Built the system
Created a modular framework across core email types (nurture, events, product, comms, newsletters)
Designed for flexibility within clear structure
Ensured responsive, accessible design across devices and modes
Created clarity
Developed requirements, wireframes, and mockups to align teams early
Defined content guidelines, including character counts and hierarchy
Built tools to help teams plan and execute more effectively
Established governance
Defined clear template use cases
Introduced intake workflows, Jira processes, and approvals
Partnered with MarTech, content, product marketing, and Adobe to drive adoption
Delivered at scale
Aligned a large cross-functional group across marketing and operations
Led a phased rollout based on business priority and capacity
Delivered on time and within budget
Design System
A cohesive, modular system designed to scale.
Standardized templates aligned to specific business needs
Flexible modules with defined rules and consistent CTA patterns
Improved hierarchy and scannability for executive audiences
Introduced character count guidance and “time to consume” indicators
Built for responsiveness, accessibility (AA), and Marketo scalability
This replaced one-off execution with repeatable, high-quality output.
Key Reflections
This work transformed both performance and operations.
Increased click-to-open rate from 3.8% to 35%, sustaining 15–25%
Achieved the highest email engagement in Rocket’s 30-year history
Drove a 10x increase in engagement, outperforming benchmarks
Equally important:
Teams had clarity on what to use and when
Execution became faster and more consistent
Stakeholders gained visibility and confidence
Strong systems don’t just improve outputs—they improve how teams work.