SKM Lab Newsletters

Email Design
New York, NY


At theSkimm, I was a contract designer for SKM Lab—the custom content studio. We connected brands with informed, engaged, and confident women through data-driven storytelling and design. As one of the last clutter-free digital spaces, theSkimm reaches an opt-in audience of over 16 million, making it a powerful platform for bold creative and meaningful results.

In my role, I contributed to strategic ideation and led design on a range of dedicated emails sponsored by our brand partners—each one crafted to land the message just right.

Role:
Email Strategy and Concepting
Wireframe and Design

The Task:
Design 3x emails to be rolled out close together pushing to their their Black Friday Sales. Emails needed to be cohesive but quickly distinguished as seperate emails for each category.

Notable Outcomes:
#1 highest CTR across all of theSkimm's Dedicated Emails to date.

Role:
Email Strategy and Concepting
Wireframe and Design
UI Adaptation to Email

The Task:
Design an email for MyFitnessPal that highlights new app features, drives downloads, and visually mimics the in-app experience to maintain brand consistency.

Role:
Email Strategy and Concepting
Wireframe and Design
Brand-Aligned Illustrated Icons
Meditation Tool Animation 

The Task:
Create a motion-rich email for BetterHelp featuring custom, brand-aligned illustrations and a GIF element, aimed at increasing user signups through engaging, emotionally resonant visuals.

Role:
Email Strategy and Concepting
Wireframe and Design
Click-through Reveal Engagement

The Task:
Raise awareness about credit card legislation and engage readers with an interactive points calculator that shows what their rewards could be worth. Drive Skimm’rs to TPG website.

Role:
Email Strategy and Concepting
Wireframe and Design
Aligned Instagram Story
Header Animation

The Task:
Platinum Born’s jewelry is crafted from a rare metal that came to Earth on a meteor over two billion years ago—so yeah, it’s basically cosmic. In this highly shoppable email, Skimm’rs get a personalized jewelry horoscope with style picks from Platinum Born’s Essentials line tailored to their zodiac energy. The goal was to engage the audience with a natural feel, but keep the email elevated.

Audience: 
Females aged 30-45, High Income Level

Notable Outcome:
10x average CTR benchmark* proving strong engagement