CRL Local Advantage+ Newsletter
Design a localized email newsletter template to introduce CRL service center managers, highlight customer benefits, and promote new product innovations.
Desktop Email Newsletter
Project Goal:
The goal was to create a clear, modular communication system that could be reused across multiple service centers.
Design Challenge:
Unlike traditional CRL newsletters that primarily focused on products, this campaign needed to balance multiple communication goals at once — highlighting local service center advantages, introducing branch managers, and promoting product innovation — while remaining easy to scan across desktop and mobile devices.
Design Approach
The newsletter system was designed around a modular layout structure that could be adapted across multiple service centers while maintaining a consistent CRL brand experience. The design emphasized readability, visual rhythm, structured content hierarchy, and strong calls to action to support engagement and usability across devices.
Tools and Process:
This exploration began with hand-drawn sketches to work through content hierarchy and layout options across desktop and mobile. From there, I built out structured wireframes in Figma to test spacing, flow, and responsive behavior before moving into final design.
Final production assets were designed in Photoshop and delivered as static files for development. The Figma wireframing stage was a personal process step I use to strengthen structure early, not part of CRL's standard production tools.
Sketches
Figma Mobile Wireframes
Figma Desktop Wireframes
Final Mobile Design
Final Design
The newsletter's structured design process, from early wireframing through final visual hierarchy, shaped a clear, modular layout that could flex across service centers. The effectiveness of the newsletter design was evaluated using engagement metrics, with particular focus on Click-to-Open Rate (CTOR). This metric reflects how successfully the design encouraged interaction after the email was opened, making it an ideal indicator of layout, visual hierarchy, and content structure success. The campaign achieved a 16% Click-to-Open Rate, above industry benchmarks for B2B service communications. The performance results demonstrate how a structured design process, from wireframing through final execution, contributed to measurable user engagement.