Email Template Overhaul for ASME
Motivation
When I joined ASME as a Web Producer, their email communications were built on outdated templates that lacked consistency, responsiveness, and modern design best practices. These limitations impacted user engagement and placed a heavy burden on the digital team to make manual updates for each campaign. The objective was to redesign and standardize ASME’s email templates to improve efficiency, visual clarity, and mobile compatibility.
My Role & Contributions
I led the email template overhaul from concept to deployment. My key responsibilities included:
- Auditing the existing library of email templates to identify design inconsistencies and performance issues
- Designing a new suite of responsive, modular email templates aligned with ASME’s brand guidelines
- Developing reusable HTML/CSS components to support faster build times and consistent rendering across clients
- Testing all templates across major email platforms and devices to ensure compatibility and accessibility
- Collaborating with the marketing team to train content editors on how to use the new templates effectively
Challenges
One major challenge was ensuring compatibility across a wide range of email clients—including legacy platforms—without sacrificing visual quality. I also had to streamline the update process for a non-technical marketing team, so the templates needed to be flexible yet user-friendly.
Results & Success Metrics
The new email templates significantly improved workflow efficiency, reducing email production time by 40%. Open and click-through rates increased due to improved readability and mobile responsiveness. The marketing team was empowered to manage their own campaigns with less reliance on developers, and the updated system helped establish a professional, cohesive brand presence across ASME’s digital communications.
This project demonstrated my strengths in front-end development, accessibility, and empowering teams through smart design and documentation.
Profiles
© 2001 Sean Pisano