One of my main responsibilities at Cruise and Maritime Voyages, was to create, send, and analyse the data from email marketing campaigns.
After seeing that two thirds of our emails were opened on a mobile device, I worked on optimising the layouts of email marketing campaigns for mobile. Working alongside a coder, we managed to start creating email marketing campaigns that were dynamic in browser based email clients, as well as responsive for mobile users.
I also started implementing the use of GIF's in email marketing campaigns. Using with Adobe Premier and Photoshop, I took video from our marketing materials, and incorporated these into the campaigns, so that sections of an email would appear to ‘play’ when the user opened up the email. Doing this was greatly beneficial in both driving traffic to promotional offers tied to the videos, and also user experience.