Subaru of America

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I came to Subaru as a maternity leave replacement for their email developer, serving as half of a two-person team (with a CRM manager who handled data, deployment and analytics) responsible for creating and executing more than a dozen email campaigns each month.

Though the job was pitched to me as requiring modest HTML skills (styling text and images within established templates), one of the first things I was asked to do was to create new responsive versions of a number of their campaigns.

An outside firm, Inkceptional, handled the design of Subaru’s responsive e-newsletters (companions to their print magazines), and created the responsive event email templates used on their CRM platform, but campaigns for Subaru’s Guaranteed Trade-In Program, lead warming, merchandise sales, and several other campaigns were still in static templates.

Designing directly in code, I created new structures that retained the look of the original emails, but whose layout was now fluidly responsive for mobile users.

I was also tapped to redesign all of Subaru’s telematics emails, in conjunction with the eventual roll-out of an update to their MySubaru app.

Other accomplishments included successfully adding link tracking to their lead warming campaigns, updating the training materials for the CRM platform to address pain points for users when they submitted email requests, and executing redesigns of their welcome email cadence (a work-in-progress when I left).

Email 1 for new owners—desktop view—in a proposed redesign of Subaru’s welcome cadence (previously a single communication with limited customization).