The Week Society Email Marketing

The Week is an expanding enterprise that has taken its brand beyond the publication of its current affairs magazine and into other attractive ventures. The Week Wines and The Week Entertainment are facets of The Week Society which encourage subscription loyalty through reader-exclusive initiatives, discounts and offers with brand partners. Each month, subscribers to The Week magazine are kept informed about the offers and competitions available via direct email marketing. I am regularly commissioned by the client to design and code these marketing emails. My job is to assemble this content into coded templates I created back at the start of our working contract. Because the content I receive each week does not conform to any strict limitations or criteria, adjustments to my templates have to be made to accommodate it. This ranges from tweaking styling code, to altering complete sections of the layout until the communication is balanced and responsive across a multitude of email clients. Thanks to how flexibly I'd written the original code for these templates, minimal time is spent updating each new communication, which is cost-effective for the client and helps me deliver within their swift turnaround expectations.

A further consideration is that these emails are responsive in design, allowing them to display gracefully and legibly within the viewports of differently sized devices (notably mobiles and tablets). As I mentioned, the supplied content from the client changes in volume/dimension with each new email I'm commissioned, so additional time is spent reworking the code to safeguard against the unintended quirks from the full array of email clients. This is absolutely necessary to ensure that inadequate presentation is not a factor impacting the client's click-through rate.
Most recently The Week have commissioned me to generate the artwork style and introductory marketing email for new accession The Week Live - speaking forums held by industry professionals promoting debate and discussion on current affairs. The tone of this artwork needed to reflect these forums which are imbued in sincerity and rectitude. I therefore opted for a desaturated patternation of circular speaker headshots arranged in a stretcher bond orientation. The array of figures and subdued presentation convey the necessary qualities of sophistication and authority the Client hoped to portray of the events, plus the simplicity of the design makes it adaptable and easy to maintain relevance.

Owing to the well-rounded relationship I've established with the client I predict I will be on hand to continue creating digital communications as the goals and objectives of The Week Society become more ambitious in future.