This was a redesign of a behavior driven email based on booking a trip that was a guide to learn about deals and things to do in that area to prepare for their trip. Each location had its own banner and corresponding activities, but all followed this template. Here are a few of the various locations.

Main Problem of Previous Design

The main problem to solve was simplify. To me was that the emphasis was on these banners instead of the actual deals or activities that were the real meat and potatoes. To me, you can have sizzle but the steak is what satisfies.

So, I redesigned the sections to reflect that idea that people want to see the actual deal or activity more than a stock photo or generic banner.

Another problem is they were just so long. So, I was able to cut down a lot of text. Again to get to the real meat of the email. And who really reads that much in an email? 50% of the users were mobile and so I really wanted to reduce the scrolling and just keep it clean and minimal.

Updated Design

With this update, as mentioned, I was able to simplify and emphasize the things the user actually cared about and cut the fat (to keep the meat analogy going) like long walls of text or an redundant table of contents introduction.