When I first started working on email campaigns at Graham & Brown, we were building them manually – primarily to support deliverability and accessibility. While that approach worked technically, it came with some big creative drawbacks. Because most email clients don’t support custom fonts, our brand identity wasn’t shining through the way it should have.

On top of that, the manual build process was slow and clunky which isn’t ideal for a fast-moving marketing team.

To solve this, we transitioned to designing our emails in Figma. We began by creating a suite of branded templates that reflected the Graham & Brown look and feel, and then sliced the designs into images for deployment. Once the visuals were ready, our email marketing team handled the build, copy, and campaign setup — turning our designs into fully functioning sends.

This shift not only saved time but also gave us far greater control over brand expression and consistency across campaigns.