Email creative
Role | Timeline | Team | Project |
|---|---|---|---|
Email creative | 2026 | Email marketing team | Less copy, mobile-first |
OVERVIEW
eForm2290 helps US truckers file their Heavy Vehicle Use Tax. Filing season is its peak. I designed the email creative and templates; the email marketing team owned strategy and sends.
PROBLEM
Peak-season inboxes are full of long, similar emails
Truckers scan on the go, usually on their phones. Long, similar messages get skipped. They need one clear action they can see in a glance.
APPROACH
Cut the copy until only the action was left
The creative system was built around one simple principle: reduce everything that wasn’t helping the reader understand or act.
01 Two-line headlinesShort, stacked headlines that read in a glance on a phone. | 02 Scan-first subheadsOne idea per block, with the action always in view. |
03 Segment templatesReusable layouts tuned to each customer segment. | 04 Hero banner systemOne consistent hero look across a multi-email campaign. |
THE WORK
IMPACT
What changed.
+9.4%Conversions YoY, July + August | +25%Opens YoY | +22.1%Clicks YoY |
|---|
Campaign results delivered with the email marketing team, which owned strategy and sends.
WHAT I LEARNED
“Simpler copy beat longer copy. Creative direction is often about what you take out.”
2026 · Abrar · Bangalore, India
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