Red House — a brand owned by the bookselling company The Book People — specialised in selling children’s books, hand‐picked to ensure quality and value.
Red House regularly published and distributed a mail‐order sales catalogue. To coincide with its expected landing date, it was my responsibility to work with the merchandising, marketing and social teams to create all of the digital assets they needed to update Red House’s brightly‐coloured website with the latest products, customer reviews and competitions the catalogue featured.
In order to add visual interest and make the layout of Red House’s website appear less rigid, I avoided using too many straight lines in my designs and positioned elements so that they would appear to break out of their confines — I ensured my use of colour, and typography kept my designs accessible and consistent with the brand’s style guidelines.
Red House stood out in the market by offering expert advice — each email newsletter featured recommended books of the month accompanied by helpful comments and included peer book reviews submitted by a community of young ‘Red House Readers’.
To improve the relevance of the email newsletters to subscribers and increase click-through rates, I worked with the marketing team and our ESP (Oracle Responsys) account manager to add dynamic content into the emails based on audience segmentation.
It was important to ensure that tracking information was added correctly to ensure accuracy in Google Analytics — I automated the process using variables and built‐in functions to improve workflow and eliminate errors.
I also took responsibility for keeping the HTML of the Red House email marketing templates up‐to‐date and optimised for deliverability — using Litmus to identify and resolve any display or performance issues.
