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Abrar Azad
Creative Lead, Silvermine Group · Bengaluru
I build AI-first creative teams that ship more work, faster — without dropping the standard.
Open to creative director roles and select consulting
eForm2290 · 2026
Less copy, more conversions
Filing-season email creative that lifted conversions 9.4%, opens 25% and clicks 22.1% year over year.
Role
Email creative, template design
Timeline
2026 filing season
Team
Email marketing team
Platform
Email, mobile-first
Add filing-season hero banner
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
01
Two-line headlines
Short, stacked headlines that read in a glance on a phone.
02
Scan-first subheads
One idea per block, with the action always in view.
03
Segment templates
Reusable layouts tuned to each customer segment.
04
Hero banner system
One consistent hero look across a multi-email campaign.
The work
Campaign hero banner
Email — full desktop layout
Email — mobile inbox view
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 Azad · Bengaluru, India
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