AARP MASTER EMAIL TEMPLATE SYSTEM

Before METs: AARP weekly newsletter, *The Webletter* vs. monthly Member Benefits *Update*

ROLE

UI Design, Content Strategy, Layout Designer, HTML Production

CONTEXT

AARP sends approximately 3,000,000,000 emails a year to members. Three BILLION.

Each business unit follows a master style guide for the AARP brand, however, over the years members were flooded with emails that look very different when compared side-by-side

PROBLEM

We needed to unite dozens of business units (i.e. editorial newsletters, member benefits, AARP Rewards, etc) style to create a more cohesive look and feel to the AARP brand. The lack of uniformity led to:

Low engagement
Lack of uniform brand standards across member outlets
Member confusion

TOOLS

Photoshop, Dreamweaver, Miro, Adobe Creative Suite

APPROaCH

Create a master email template system (METs) built as component blocks within the brand’s ESP allowing business unit owners to easily create new emails without straying too far from brand standards.

SOLUTION

Using the master email template system each business units work now looks cohesive across the brand and gives visual design standards for members to easily follow.

After METs: AARP weekly newsletter, *The Webletter*, monthly Member Benefits *Update, The Girlfriend* From AARP, AARP Rewards Newsletter, ad-hocs

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