Ulta Beauty • Loyalty Rebrand
Role: *Develop *Design
In early 2024, Ulta launched its newly rebranded loyalty rewards program. I had the pleasure of working with designers to refine designs and build these emails for use in triggered campaigns.
The opportunities
We knew that with this rebrand, we could optimize our current trigger emails for not only a better customer experience but also for developers to make changes more easily.
We have a few robust journeys and in the past, it was hard for us to track down assets in order to update them when needed. Instead of these campaigns being more automated, the team and myself were manually updating pieces here and there.
For example: In our current birthday campaign, we were creating a new coupon each month in order to update the end date. In the rebuild, I used AMPscript to format the date and pull in the end of each month.
The build
While building, I knew I wanted to create as many efficiencies as possible. Alongside utilizing AMPscript for dates, I suggested we pull in any products we would change frequently with our personalization tool. With this tool, we are able to set the sku in AMPscript each month rather than designing and rebuilding a new email.
Additionally, a lot of the same content was being used throughout the campaign. To ensure each piece was the most up to date in each email, and to eliminate extra work, I created each content block first. I was then able to pull each piece I needed from a library of assets which made the actual build of each email quick and efficient.
Lastly, personalization was a key part of this campaign. I utilized our personalization campaign as much as possible to give customers a unique-to-them experience each step of journey in these emails.
Thoughts
Overall, this was a challenging campaign the sharpened my skills in both design and development. I enjoyed working with the designers to refine each email as well as finding new ways to make these emails work for us and the customer.