Sem Parar email marketing

From 2019 to 2025, Media Clorians developed Sem Parar's marketing emails and landing pages. According to the client's own measurement, the open rate rose more than 20% in the very first flows, and many emails began to be delivered the same day.

When we started, the inherited pieces didn't adapt well to desktop, some responsive versions broke depending on the email client, and heavy images slowed loading. There was also a decisive split: the layout was created by Sem Parar's design team, and we turned that design into code. Whoever defined the look was not responsible for the technical behavior, in a format where Outlook, Gmail and phones interpreted the same code in different ways.

We restructured the HTML for the main email clients: tables where the format required them, live text instead of images whenever possible and lighter graphic files. Every piece was tested before delivery.

A guide for the people who design

Fixing the code solved one piece; fixing the process solved the next ones. In the first month, we created a best-practice guide for the client's design team, covering grid, proportions, file weight, use of GIFs and dynamic text. The designers didn't become developers, but they began designing with a clear idea of what would happen after the layout. With a library of blocks, headers and footers for each area, the technical base stopped being rebuilt for every job, and the operation even survived a change of sending platform.

Many emails went out the same day, against a reference deadline of three days. Landing pages had up to seven days, and some were ready in about 24 hours. The work began in marketing and extended to other areas of the company. The guide stayed in use: new designers on the team didn't have to learn the format's rules by trial and error.

• email marketing flows and campaigns for different areas;
• responsive HTML tested on the main email clients;
• image and GIF optimization;
• product and promotion landing pages;
• best-practice guide for the design team;
• library of blocks, headers and footers for each area;
• adaptation to two sending platforms.