Effective responsive email design: Process and execution with Boden

Hello, we're Boden

Founded in 1991 in West London, Boden creates clothes that bring colour to your wardrobe and fun to your life!

For this project Pixel Dojo was hired to conceptualize and design emails for Women’s and Children’s Wear.

Email fundamentals

Good email design will catch your user's attention if the content is:

• Appealing to the user.
• Easy to read.
• Clear and concise.

If you can also provide value and deliver the message to the user with a minimum of fuss you will be way on your way to turning your user into a customer. 

Communicate your brand
The email should be written as if it were coming from your brand.

Use your brand's tone and voice and use company logos, brand colours and imagery that shouts your company.

Use an immediately engaging subject line
Talk to your users... Tell them what the email is about and what's specifically in it for them? How will it solve a need?

Grab their attention in a short sentence or two.

Use imagery and video
Use high quality photos to support your written text. Photos tell a thousand stories and can be easier to communicate your message than text alone.

They also break up the monotony of written content making the email easier to read.

You can also include a video that once clicked takes the user to your website for further viewing and browsing.

Use responsive email design
Make sure that your email can be viewed in all screen sizes. Make a special effort for small mobile screens where the majority of emails will be viewed.

Your email should not be cut off but adapt to the size of your user's device for quick reading and scanning.

End with a call to action
When your user comes to the end of your email they will hit a brick wall if you don't give them something to do; like buy a product or find out more.

Encourage your users to take action they might be ready to buy from you!


After analysing the objectives of the email, the needs of the user audience, the company brand and the company goals for the email, at Pixel Dojo we begin the design process by sketching out our initial ideas for the email.

Whilst laying out the email on paper we cross reference the brief making sure that we are including everything that the client has requested.

With a sound rationale behind our ideas we can start to design the email in Figma adding imagery, colour and icons.

Womenswear

Boden merges fun with style with vibrant prints and stylish shapes.

They also understand that customers are different in terms of budget, style preferences and shape.

Most customers need guidance and emails are an effective tool to get in front of the customer, whetting their appetite for a future purchase.

From girls dresses, boys shirts and baby cardigans, Mini Boden caters for all

Bright, colourful and fun styles, unique in design and quality. Perfect for your little adventurers these clothes are vibrant with prints, showers of sequins and other eye-catching details. Boden wanted this childlike playfulness to be reflected in the email designs with the use of lifestyle imagery, colour, typography and animation.