When I started at Handy, I was actually hired to work primarily on emails. I have worked on many emails over the years for the Handy, Angi, and HomeAdvisor brands. I’m picking a few of my favorites to showcase here, most of which I’ve done in the last year or two, as my designs have improved immensely over the last 5 years. Sometimes, I throw something completely new at the wall and see if it sticks, but I’ve also gained a ton of insight into what works and what doesn’t through A/B testing, data, and insights.
Angi Net New Module Emails
This was a request to create some new email template options as a complete overhaul and refresh to current emails, with the sections being modular so they could be interchangeable between different types of emails. Before, sections were more separate, but I wanted to play around with overlap and the balance of image and text overlays. We also wanted to inject more of the ever-evolving Angi brand into these emails. There were usually design restrictions with the developers, but these emails were ultimately the ideal state. Of course, I got here through a bunch of iterations, and also figuring out how to balance the design with an important part of the brief which was showcasing a wide range of services offered.
Leads Newsletter Redesign
This brief was for an updated template for the newsletters that go out to providers who advertise on the Angi platform. Again, we got to inject more of the Angi brand into these, especially as most marketing was moving from HomeAdvisor to Angi branded. These also had to be templated because the content changes every month, so I had to keep this in mind while designing various modules. Below is one of the previous newsletters and as always, some of the iteration process.
Handy Emails
When I started at Handy, we were sending out 7 marketing emails a week, essentially a unique email every single day. We’ve done a ton of testing over the years, especially because that is definitely not an ideal customer experience. When I left, we had tested into sending 5 unique emails a week (and had plans to ideally reduce that to 3 or 4). Of course, I created many templates to be used, but we were advertising different services and updating copy everyday, as well as keeping imagery seasonal. With that quantity, it could be tough to keep the designs evolving, especially needing to test into those; plus, I created many other marketing emails and drips that we also constantly tested and updated. It’s funny to look back at all my different designs over the years and easy to criticize many of them, but I’m proud of their transformations over the years to their current state.
