PSV

An engaging, responsive email for football fans

For PSV Eindhoven, I worked on a real assignment from their internal e-mail marketeer Fransie Cornelissen. The goal was to design and code a dynamic and responsive HTML email focused on either merchandise or ticket promotions.

This was my first time working with email development — a completely new area for me compared to websites or apps — and I was excited to explore how interaction and branding come together in this compact format.

My role – Concept design & UX thinking

I was responsible for the entire email production process:

• UX research into effective email practices (what works, what gets flagged as spam)

• Analysis of successful examples like Bol.com’s adaptive templates

• Designing a visually engaging, mobile-first email layout in line with PSV’s branding

• Implementing the email using pure HTML and CSS

• Testing across different screen sizes and email clients

The email included:

• Clickable modules for tickets or merch

• Visual hierarchy that grabs attention

• Subtle animation elements (like GIFs) to make it more dynamic

What made this project unique

This wasn’t just a design task — I learned how HTML emails differ from websites:

• Limited styling capabilities

• Extra attention needed for compatibility with email clients

• Focus on short attention spans and scannable content

• Ensuring deliverability (not triggering spam filters)