Building an Email Program From the Ground Up
The challenge
Overjet was growing quickly, but its campaign infrastructure had not yet caught up with the business.
The marketing organization was small, email activity was limited, and the company had no reusable email-template library or standardized landing-page system. Each new campaign required the team to determine how it should be structured, designed, and built before it could be launched.
At the same time, Overjet was transitioning its marketing automation from HubSpot to Salesforce Pardot. The team needed a foundation that could support immediate campaign execution while remaining useful as its systems and marketing organization evolved.
Why I was brought in
Overjet’s VP of Marketing and Senior Marketing Manager had previously worked with me at Henry Schein One. They had seen my email, landing-page, and campaign-development work firsthand and brought me in to establish the infrastructure Overjet was missing.
The initial assignment was focused: create a reusable collection of email and landing-page templates that would allow the team to build campaigns more quickly and consistently.
That assignment eventually expanded into campaign execution, stakeholder training, and early nurture-program development.
What I built
I created a library of 12 email templates and 10 landing-page templates covering the company’s most common campaign needs.
The library included formats for:
Events
Webinars
Newsletters
Product features
Product releases
Sales outreach
Demo campaigns
Nurture content
General marketing campaigns
Each template was designed to give the team a dependable starting point without forcing every campaign into the same rigid layout.
A modular campaign system
Rather than creating 22 isolated designs, I built a flexible system of reusable components.
The templates included modular content sections, interchangeable calls to action, repeatable design elements, and responsive layouts. This allowed marketers to clone an existing template, select the modules appropriate for the campaign, insert the new content, and launch without rebuilding the entire experience.
I translated Overjet’s existing brand direction into email- and landing-page-ready components while also developing new visual treatments where the early-stage brand system did not yet provide an answer.
The work was completed across Stripo, HubSpot, Salesforce Pardot, and Unbounce, with most of the final marketing-automation implementation taking place in Pardot.
Built for real-world execution
The email templates were tested across major email clients and screen sizes to ensure that the system worked beyond the design canvas.
I also used the templates to execute live campaigns, including recurring weekly sends and seasonal campaigns. Working with the system in active campaigns allowed me to identify limitations, refine the modules, and ensure that the templates were practical for the team members who would ultimately use them.
As the engagement continued, I also began helping Overjet establish early nurture programs. Those programs were still in development when my work concluded, but the templates and campaign structure created the foundation required to support them.
Documentation and training
Reusable infrastructure only works when the internal team can operate it independently.
I organized the finished assets into a documented template library and trained Overjet stakeholders on how to select, modify, test, and launch campaigns using the new system.
The engagement initially began with the VP of Marketing and Senior Marketing Manager who had referred me. When both later left Overjet voluntarily, the company retained me and transitioned the work to a new group of stakeholders that included its Senior Product Marketing Manager, Chief Operating Officer, and Senior Vice President of Marketing.
I trained the new team and helped maintain continuity through that leadership transition.
The result
Overjet moved from minimal email activity and no standardized campaign system to a reusable, documented library of 22 email and landing-page templates.
By the end of the engagement, the company had:
A repeatable foundation for its primary campaign types
Modular email and landing-page components
Responsive and tested email templates
A documented system the internal team could manage
Trained marketing and executive stakeholders
Regular weekly campaign execution
The initial foundation for nurture development
The value of the work was not a single campaign or short-term performance spike. It was the creation of campaign infrastructure that Overjet could continue using after the engagement ended.
Why it mattered
A growing marketing team should not have to redesign and rebuild its campaign experience every time it needs to communicate with the market.
By standardizing the underlying system, Overjet gained the ability to execute more independently and consistently while maintaining enough flexibility for different products, audiences, and campaign objectives.
The project turned email and landing-page production from a collection of one-off builds into a repeatable marketing capability.