Vince Camuto is more brand sensitive than performance-driven; this, in part, created a challenge because, historically, luxury brands have been more concerned with the user experience of their campaigns. However, Vince Camuto wanted to find ways to change their emails to increase user engagement and retention, all while finding a balance between luxury and accessibility.
Usually, a minimalist mentality works for most cases. However, a maximalist mentality helped create a sophisticated look on the new emails. It increased user engagement with added product grids, strategically placed CTAs, and a bold imaged-based hero.
The original designs, seen below, had an uneven proportion of imagery color and links.
New designs followed a darker color palette and bold imagery often seen with luxury clients.