People are signing up to Blinkbox's movie rental service, but not developing a movie watching habit. We were asked to create a new suite of email templates – covering welcome messages, transactional and trigger based messages, and weekly promotions – to improve CRM response rates.


My team developed a modular set of content elements making the templates easy to adapt and providing consistency for customers.

The new design featured short, easy to scan blocks of text in large type with strong calls to action.

We optimised the structure for each message category, recommending giving messages a more single minded focus, to ensure every email would feel timely and relevant. Our recommendations covered hierarchy of messaging, length of copy and tone of voice.

The design included a responsive framework, making sure emails looked great on any device.