easyJet
Building a modular email system that adapts to every customer journey and evolves with the brand
Agency
CATEGORY
SERVICE
easyJet’s emails relied on a fragile template library that couldn’t flex with the content. Routine updates broke the design, and without a shared visual system, the customer journey felt disjointed rather than crafted.
The opportunity was bigger than fixing templates: design a system that could deliver personalised, timely comms at scale, hold its visual integrity from one email to the next, and evolve alongside the airline’s wider brand refresh.
I designed the modular architecture, turning static templates into a toolkit that flexed across different email journeys and seasonal campaigns. Working closely with our developers, I made sure every module worked seamlessly once deployed, then documented the system and wrote guidelines so marketers could run consistent, high-performing campaigns on their own.
One visual language
I treated the emails like a small design system. What had been a loose collection of templates finally spoke the same language across every journey and campaign.
A modular toolkit
Every email was built from a shared kit of reusable modules that marketing could stack, reorder, and remix. Underneath, the same rules for spacing, typography, and hierarchy kept the brand consistent as content changed.
Flexible by design
Each module was designed to handle real-world variation in copy length, offer type, and language, without breaking the layout. Flexibility was built into the components themselves, not bolted on afterwards.
Written for one, not everyone
The system was built to plug directly into customer data, so emails could adapt to the season, destination, stage of the journey, and even the customer’s history with the airline. Small touches, like live weather at the destination or a stat showing the customer’s history with easyJet, turned every email into something personal.
Calm in a crisis
Not every email carries good news. Disruption, cancellation, and delay emails hit when customers need clear information fast, and a calm, human voice. The modules strip back to essentials so the right information lands first, without losing the brand’s warmth.
Documented from day one
Alongside the designs, I wrote a full guideline for the marketing team, with a spread for every module: how and when to use it, copy guidance, image specs, and which elements were editable.
Smooth landing
Once the system was in place, marketing could build campaigns faster, adapt them across journeys, and keep pace with a brand still in motion. The results speak for themselves.
+36%
Email click-through (CTR)
+2pt
Customer satisfaction (CSAT)
+68%
Pre-flight revenue (~£29 per passenger)
More selected works
Let's work together.
Bigger product and web projects are where I want to go next. If you have one of those, a role, or something else entirely, chances are I can help.
