Driving First-Year Revenue and Brand Recognition Through Email Marketing

Outcomes at a Glance

• Outperformed open and click-through rate benchmarks across email campaigns
• Drove early revenue growth by launching high-converting campaigns
• Reinforced brand identity with polished, on-brand design and development
• Eliminated rendering issues through rigorous testing and hand-coded HTML
• Boosted engagement via continuous A/B testing and performance optimization

In 2021, Bajío Sunglasses launched with a mission to deliver high-performance, sustainable eyewear for anglers and outdoor adventurers. As a new brand entering a saturated market, they needed email marketing that could reflect their identity, build a strong connection with subscribers, and support early-stage sales. I was brought in to help translate their brand into emails that performed well and aligned visually with their voice.

My Role and Team

At Bajío Sunglasses, I led the visual direction and technical execution of the brand’s email marketing during its first year post-launch. I was responsible for designing how each campaign looked and functioned — including layout, hierarchy, styling, and imagery integration — and ensuring it aligned with the brand’s evolving identity.

I hand-coded every email in HTML and CSS, giving me full control over responsiveness, dark mode support, and rendering across email clients. I used Litmus to QA each campaign and ran A/B tests on subject lines and design variations to improve engagement over time.

Collaborators included:

• Creative Director – provided photography and campaign direction through creative briefs
• Copywriter – delivered voice-aligned copy decks for each email
• Marketing Team – led campaign planning, A/B testing strategy, and performance reporting

Approach

Visual Direction & Brand Alignment

Bajío’s photography and environmental mission provided a strong foundation for visual storytelling. I created email templates and layouts that felt consistent with the brand’s tone—clean, adventurous, and grounded in nature. I emphasized hierarchy and clarity, making sure important content was easy to scan and act on.

Email Development & QA

Each email was hand-coded using HTML and inline CSS to maximize compatibility. I tested every campaign using Litmus to ensure they rendered correctly across inboxes, adapted to mobile, and supported dark mode. This helped maintain a polished experience no matter how the subscriber engaged.

Optimization & Testing

To increase performance, I A/B tested subject lines, refined CTA placement and styling, and adjusted layout based on engagement data. This iterative approach improved click-through rates and helped guide design decisions across future campaigns.

Types of Campaigns

• Product Launches & New Arrivals – Highlighted new frame styles and lens tech through immersive visuals and concise education
• Seasonal Promotions – Designed emails for Black Friday, Father’s Day, and summer events, creating urgency with clear offers
• Brand-Focused Campaigns – Supported storytelling around sustainability, featured ambassadors, and shared real customer experiences
• Engagement Campaigns – Linked to blogs, conservation efforts, and social platforms to build community beyond product

Results & Impact

• Emails consistently exceeded open and click-through rate benchmarks
• Promotions and launches supported revenue growth in Bajío’s first year
• Clean, on-brand visuals helped solidify the company’s presence and identity
• Testing and QA processes minimized issues and improved performance over time

Key Takeaways

• Visual consistency and coding best practices are essential for high-performing emails
• Testing and QA ensures accessibility and usability across inboxes and devices
• Working cross-functionally with brand and marketing ensures a more cohesive user experience
• A/B testing helps refine and improve content with every send

Final Thoughts

This project allowed me to apply my skills in design, development, and email strategy to help a brand make a strong entrance into the market. By creating responsive, tested, and visually aligned emails, I supported Bajío’s early growth while building a reliable foundation for future campaign success.