Bringing inbox luxury

World of Hyatt

Email strategies for one of the largest luxury hotel groups

Initially proposed for Hyatt’s direct marketing email campaigns, our updated redesign was so well received that it now extends across Hyatt’s entire brand: on digital platforms (including web, mobile app and social), on-site signage and collateral, and customer loyalty programs.

Personalized content based on user behavior was introduced to craft meaningful communication where appropriate. Elevated photography, typography & layout enrich the experience & make for communication you’ll want to open.

Design Strategy
Systems Design
UX/UI
Content Design/Strategy
Branding
Marketing
Design System Management
Customer Research
Usertesting

Step 1: Audit

To understand the different triggers, timings and subject-matters of the Hyatt email ecosystem I ran an audit of every email type I could get my hands on. From this database I categorized the emails under 3 reoccuring themes: Lifecycle, Transactional & Marketing.

Pulled from this audit, the Member Summary showed to be the most complex & most opened communication instance. I decided this would be the place to start designing a content structure.

Step 2: Personalization

Despite being the most opened email type it still could use some help with opens. I defined 3 major types of users who had their own needs, user journeys & behavior patterns despite being identical marketing in Member Summaries.

I then developed profiles & strategies to target these groups with personalized content based on their purchase, travel & spend behaviors.

New members

Low-engagement users

High-engagement users

Step 3: Content strategy

Based on previous Hyatt emails I established a module framework for the various types of content that is communicated to members and then mapped these content types to the type(s) of users they would be most applicable to (new, low-engagement, high-engagement).