Email Design

Better Business Bureau

Introduction

Creative Approach

Project Shots

Outcome

Introduction

The Client

Better Business Bureau

Industry

B2B Business Accreditation & Consumer Protection Provider

My Role

Senior Graphic Designer

Creative Deliverable

Email design targeting small and large businesses to encourage them to sign up for BBB accreditation

Challenges

Engagement & Conversion

Ensuring the emails effectively captured business owners' attention and led to sign-ups

Audience Segmentation

Tailoring messaging and visuals for both small and large businesses with varying priorities

Brand Consistency

Maintaining BBB’s established trust-driven brand identity while modernizing email aesthetics

Optimizing for Performance

A/B testing multiple design variations to determine the highest-performing visual style and CTA placement

Creative Approach

Solution

I took a data-driven approach to email design, ensuring layouts and messaging resonated with small business owners and corporate decision-makers. Using user personas, I identified key motivations for seeking accreditation, then developed targeted designs incorporating trust signals, clear CTAs, and compelling copy.

A/B testing different variations of the emails helped determine the most effective elements for maximizing CTR and conversion rates. KPIs such as open rates, click-through rates (CTR), and sign-ups guided my iterative design process.

Persona Example

Name

Mark

Age

Education

High School Diploma, Certified General Contractor

Hometown

San Diego, California

Family

Married with three children

Occupation

Small Business Owner – Handyman & Home Repair Services

Problem Statement

Mark is a skilled handyman and small business owner who needs to build credibility and attract more clients because he struggles to stand out in a crowded market with unverified competitors.

Goals

Gain customer trust by showcasing BBB accreditation.
Differentiate his business from unlicensed or less reputable competitors.

Frustrations

Competing with unlicensed handymen who offer lower prices but lack credentials.
Limited knowledge of digital marketing and how to leverage BBB accreditation effectively.

Moodboarding & Ideating

To ensure the designs aligned with BBB’s established brand identity and resonated with its target audience, I researched competitor accreditation emails and similar B2B industry email campaigns using websites like Reallygoodemails, Hubspot and Pinterest. My moodboards explored simple, authentic imagery, emphasizing credibility, clean layouts, and messaging strategies that focused on social proof and trust-building.

Conceptualization & Execution

I developed multiple design concepts incorporating strong headlines, varying visual directions like lifestyle imagery vs illustrations, and strong CTAs to encourage action. After client feedback and A/B testing, I refined the most effective layouts to drive conversions while ensuring a seamless mobile-friendly experience.

Project Shots

At A Glance

Outcome

Summary

The email campaign successfully increased BBB accreditation sign-ups, with an uplift in open rates, CTR, and overall conversion. By leveraging a refined visual strategy and clear messaging, the campaign reinforced BBB’s value proposition to both small and large businesses.

A/B testing helped refine the best-performing creative, ensuring optimal ROI for the campaign. I found that the difference in visual styling never really made a huge difference, what seemed to be the key indicating difference was that users leaned towards layouts with clear, simple layouts and messaging and a seamless experience overall.

My Direct Impact