For me this project started with dozens of marketing email designs. I sat in client presentations where clients asked why a button was placed where it was, or if an headline was in a graphic. I wanted to have the right answers, so I set out to become an go-to person on email marketing best practices.
I wanted our designers to always make design decisions based on knowledge instead of instinct. So, I researched email marketing best practices for few weeks in my spare time and compile my notes into a Word document for agency use. The document ended up working well. We were able to design emails that got better open rates, click-throughs, and conversion. It was only natural for us to leverage this information in projects.