B2B Email System Optimisation
Improving Deliverability and Accessibility through Design Engineering
DURATION
January 2025 - March 2026
ROLE
Email Designer / Email Developer
Tools
Figma, Visual Studio Code
OVERVIEW
Before I joined the team, the company relied on static, image-only emails for B2B client communication. This caused significant UX issues, as many email clients block images by default. I redesigned the system from the ground up, transitioning to a coded HTML/CSS approach to ensure message clarity and professional delivery.
PROBLEMS
Low Visibility
When images were blocked (e.g., in Outlook), users saw a blank screen, losing the opportunity to engage with the content.
Accessibility Issues
Static images are not readable by screen readers and cannot be searched or highlighted by users.
Lack of Consistency
Relying on a single JPG made it difficult to maintain high-quality rendering across different screen sizes.
SOLUTIONS
• Structural HTML Implementation: I separated visual assets from text content. By coding headlines and body text directly in HTML, I ensured the layout remains intact and accessible across all devices.
• Text-First Strategy: I optimised the code so that even if images fail to load, the core message and the 'Click' button are immediately visible and functional.
• Cross-Client Optimisation: I utilised inline CSS and table-based layouts to ensure a seamless experience across fragmented email clients, including Gmail and Outlook.
KEY RESULTS
• Enhanced Readability: Users can now understand the email’s intent immediately upon opening, without waiting for large images to download.
•Seamless Mobile Responsiveness: By implementing a fluid grid system, I ensured 100% layout integrity across all mobile devices, optimising touch targets for B2B users on the go.
• Improved Deliverability: The transition to coded text significantly reduced spam flagging compared to previous image-heavy formats.
• Increased Engagement (CTR): The transition to coded text reduced the likelihood of emails being flagged as spam compared to previous image-heavy formats.
@ Jio Park, 2026