TUF (Thriving Under Fire)

TUF (Thriving Under Fire) is a training company that helps individuals communicate effectively in high-pressure business environments. Their focus on resilience and interpersonal skills makes email a crucial tool to build ongoing relationships with their audience.

• TUF needed a new fortnightly email template that aligned with their professional and human-centered brand.
• The client had high design standards and was looking for options that reflected their tone and style.
• Their existing Mailchimp setup included classic automations that needed reviewing and possibly migrating to the newer Customer Journey format.

1. Initial Setup

• Reviewed previous email examples in their Mailchimp account.
• Decided on a design direction inspired by another successful client (Daria).
• Created and sent a preview with placeholder text to begin the iteration process.

2. Template Customisation

• Converted a Stripo-built template into a reusable Mailchimp Master Template.
• Added multiple header variations so the client could choose layouts that matched the message tone.
• Delivered a clean, mobile-friendly design with professional hierarchy and consistent branding.

3. Client Collaboration

• Scheduled a Zoom meeting with John to walk through the template and its features.
• Recorded and sent Loom videos demonstrating how to export and upload templates.
• Took on feedback about layout preferences and updated the design accordingly.

4. Automation Optimisation

• Assessed current automation triggers.
• Advised on moving from Classic Automations to Customer Journeys for greater control and better integration with the new templates.
• Began reviewing automation logic to combine redundant flows.

• A professional, reusable template with flexibility for various email types.
• Positive client feedback on both design and the educational support provided.
• Improved efficiency in content creation and delivery.
• A platform setup that supports TUF’s evolving email strategy with scalability.

1. Custom templates save time and maintain brand consistency.
2. Client collaboration via calls and walkthrough videos builds trust and clarity.
3. Providing options (like header variations) gives clients confidence in the process.