United English is a language school and academy, offering courses for individuals, professionals, and companies.

They needed a holiday mailing designed to boost early enrollments for January. The goal was to communicate a limited-time 25% discount while creating a festive, trustworthy visual experience aligned with their academic identity. 

Two versions were required to address distinct user states:

• New students → focus on first-time enrollment, introductory offer, and program clarity.

• Returning students → focus on loyalty, reactivation, and continuing progress.

Both templates shared a consistent system but used personalized messaging and content blocks.

• Communicating multiple price options without overwhelming readers.

• Designing a festive theme without compromising readability.

• Ensuring fast scannability on mobile, the primary reading device.

• Preparing assets compatible with Mailchimp’s HTML constraints.

• Maintaining brand trust while delivering a promotional message.

I designed a content flow optimized for “fast decision making”:

1. Seasonal hero with personalized greeting

2. Discount highlight + start date

3. Program options divided into clear modules

4. Pricing broken into digestible chunks

5. Deadline reminder with microcopy

6. CTA replicated at top and bottom

Designed in Figma with a complete asset kit for Mailchimp:

• Export-ready illustrations and graphics

• Typography + spacing specs

• Mobile-first scaling rules

• Notes for safe image widths and button fallback behavior

The marketing team received a clean, editable template ready for future seasonal campaigns.

• Delivered: 12,500 emails sent with a 97% delivery rate

• Opened: 28% open rate, showing good engagement with the subject line

• Clicked: 10% click-through rate on course enrollment links and event info

• Conversions: 4% of recipients registered for a trial class or downloaded materials

• Top content: Course offers and “start learning today” CTAs drove the highest engagement

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