Dollar Shave Club | Email Design

When I joined DSC in 2015, the company was sending out about 1-3 emails per week—covering everything from general marketing to promotional, retention, and other types. Needless to say, this wasn’t driving much customer growth, nor contributing significantly to business revenue or LTV customers.

Under the guidance of the Head of Digital Design, I created modular email templates that streamlined both design and development processes. By reusing pre-set designs—and premade HTML strings—we were able to double our email creation efficiency, reducing both time and cost.

In addition to redesigning the templates, we focused on optimizing for both file size (KBs) and design. We figured out how to integrate seamless, full-bleed images and GIFs into headers, which enriched our emails and boosted the brand’s overall perception—all without sacrificing valuable file size.

In addition to the overall email layout and design, I coordinated most photoshoots for email imagery, handling post-production and final asset preparation. (Big thanks to my handsome colleagues for always stepping up as models!)

Content-wise, I introduced “How-To” modules to help DSC Members better understand how to use their products. The response was overwhelmingly positive, and these modules were later added to several DSC product page galleries and included in Customer Service’s visual help guides.

Finally, once everything was finalized, I created a cohesive Email Style Guide, making it easy for new designers to quickly take on email tasks with minimal guidance.