Task
BJ's is a member-based wholesale club. Annually, they send a wrap-up email to celebrate member wins and encourage a membership upgrade.
Stakeholders required that membership value was reinforced by showing how much a member earned, if they saved the cost of their membership, and perks they have not been using.
Process
Together with a copywriter, I reviewed the brief, compiled market research, and drafted wireframes.
I prioritized the integration of dynamic content through modularity. Fields could easily be swapped or turned off depending on user data. On a developmental side, this also reduced the amount of code needed to swap between states, thus improving load times.
Result
Members recieved the email warmly and posted to social media about the value of their BJ's membership. Other members engaged in a competitve comparison to see who had the most impressive statistics, hopefully encouraging them to perform even better next year!