Background > Get there on two wheels
Ofo, was a Beijing-based bicycle-sharing company. The marketing team was running into a pretty common (and frustrating) issue. Emails that looked polished in one inbox would fall apart in another, especially across older and enterprise-level email clients.
Objective
Create email templates that would:
- Render consistently across a wide range of email clients
- Maintain visual integrity and brand styling
- Be reusable for the marketing team to adapt for future campaigns
Compatibility-First Approach to Email Development
Reliability was the major priority. The templates were constructed using table-based layouts, a necessity for working across inconsistent email clients, with inline CSS to make sure styles held up in environments that tend to strip or ignore embedded rules.
Everything was structured with reuse in mind, so the marketing team could easily adapt layouts without starting from scratch each time.
For testing and validation, I used Litmus alongside Mailchimp to preview how emails rendered across different devices, screen sizes, and inbox environments.
Outcome
The final result was a set of Plum Direct Marketing–compatible templates that rendered consistently across both modern and legacy email clients. Beyond just fixing the immediate issue, the templates gave the team a more dependable foundation to work from, making future campaigns easier to produce and more predictable in how they would appear to customers.
