Customer Journey Email Design
Driva
Onboarding email (Email 1)
The Novated Lease team needed an employee onboarding email that felt more polished and easier to engage with than a text-heavy message.
Objective
Make key information easier to scan, guide employees towards consultations, and give an attached explainer video greater visibility.
Make key information easier to scan, guide employees towards consultations, and give an attached explainer video greater visibility.
Challenge
The email contained substantial copy but needed to remain professional, clear and familiar as an email experience.
The email contained substantial copy but needed to remain professional, clear and familiar as an email experience.
Solution
I used layout and visual hierarchy to organise the content into clear sections: an introduction, lease overview, key benefits and next steps. A compact two-column hero kept the opening content visible above the fold, while branded imagery introduced Driva’s identity without overwhelming the email. Colour was used selectively within modules to create structure while retaining the clarity of a standard email. The video link was designed as a thumbnail with a blurred screenshot and play icon, using familiar video cues to signal that it could be clicked.
I used layout and visual hierarchy to organise the content into clear sections: an introduction, lease overview, key benefits and next steps. A compact two-column hero kept the opening content visible above the fold, while branded imagery introduced Driva’s identity without overwhelming the email. Colour was used selectively within modules to create structure while retaining the clarity of a standard email. The video link was designed as a thumbnail with a blurred screenshot and play icon, using familiar video cues to signal that it could be clicked.
Post consultation email (Email 2)
A follow-up email sent after a group novated leasing session, designed to carry the energy forward and encourage the next step.
Objective
Drive individual consultation bookings and quote requests through a more engaging, action-led email experience.
Drive individual consultation bookings and quote requests through a more engaging, action-led email experience.
Challenge
The email needed to feel distinct from a typical white, information-heavy follow-up while keeping the next steps clear and easy to act on.
The email needed to feel distinct from a typical white, information-heavy follow-up while keeping the next steps clear and easy to act on.
Solution
I used a dark-mode layout to stand out in the inbox and give the email a more energetic, premium feel. Bold imagery, colour and contrast create momentum after the group session, while bright CTA modules draw attention to the two key actions: booking a 1:1 consultation or getting a quote. The result feels more like an invitation to continue the conversation than a standard follow-up email.
I used a dark-mode layout to stand out in the inbox and give the email a more energetic, premium feel. Bold imagery, colour and contrast create momentum after the group session, while bright CTA modules draw attention to the two key actions: booking a 1:1 consultation or getting a quote. The result feels more like an invitation to continue the conversation than a standard follow-up email.
