Public Health England
Healthy swaps email campaign
Dynamic, personalised recipe emails driven by CRM data, built from one "mothership" template and meeting strict AAA accessibility guidelines. The campaign's success paved the way for later work like Couch to 5K.
- Client
- Public Health England
- Stack
- Email, Accessibility, CRM
The brief
As part of a drive to get people to swap one of their sugary snacks for a healthier option, Public Health England wanted dynamic emails with recipes chosen from each person’s preferences.
What I did
The email was designed from scratch, and each one had to be generated from flags and user data stored in PHE’s CRM system. I built a “mothership” email containing every possible combination of what someone could receive, then sent test emails to make sure the final designs looked as expected for every combination.
Accessibility
The email was complex to build, not only because of the number of data flags to process, but because it had to meet strict AAA accessibility guidelines. That meant keeping as much of the email as possible as live text rather than images, and making sure the contrast in every design was sufficient.
The result
The campaign was a huge success, and PHE went on to run more creative campaigns off the back of it, most famously Couch to 5K.