GWM
HTML Email Builds
Development & CRM Integration
Custom Flexible HTML Emails to avoid Hubspot Friction.
[Overview]
GWM required a more flexible approach to email marketing campaigns. Off-the-shelf templates within their chosen CRM platforms restricted creativity, limited mobile optimisation, and introduced design inconsistencies. I developed custom HTML email builds that provided both creative freedom and technical reliability.
[Project]
Initially, GWM’s email campaigns were built within Adestra, an outdated platform with significant design constraints. Common issues included poor mobile customisation and restrictions with background and content styling.
To address these challenges, the business transitioned to Hubspot, leveraging its all-in-one CRM and large user base. However, despite Hubspot’s out-of-the-box templates, the design flexibility was still highly restrictive. Modules couldn’t be adapted, added, or removed—resulting in repetitive, rigid campaign designs.
After liaising with Hubspot representatives and testing different approaches, I identified that custom HTML email builds would provide the freedom and consistency required. By integrating HubL tokens into the builds, I ensured seamless CRM compatibility, dynamic content capabilities, and reliable deliverability.
This shift not only solved design and technical friction but also improved the user experience for the marketing team (faster build times, more creativity) and for the end audience (responsive, visually consistent, engaging campaigns).
[Industry]
Automotive
[My Role]
UX Developer
[Platforms]
Hubspot
Adestra
Responsive Web
[Outcomes]
Delivered a series of custom HTML email campaigns, removing reliance on rigid templates..
Created builds that could scale to multiple retailers, ensuring brand consistency while allowing for campaign flexibility.
Improved workflow efficiency and reduced creative barriers, supporting both UX goals (clarity, accessibility, mobile-first design) and CRO goals (higher engagement, tailored messaging, reduced friction).
New Model Event
This email build required individual builds for each retailer due to location specific URLs resulting in 15 emails builds for a single campaign.
Pre Driven Refresh
This campaign was specific for ORA GWM. Due to the branding needing a specific font, headlines needs to be embedded as images in some cases requiring assets to be sliced.