module 01 / intro

FromHenry Wiygul <henrywiygul@gmail.com> SubjectSystems that render. Sends that convert. Preheader8 years of email, end to end →

I build email systems that render in every inbox.

Modular email systems, ESP implementation, and lifecycle strategy across SFMC, Iterable, Braze, Klaviyo, and the rest of the alphabet. Figma handoff to production send, documented so your team can run it without me.

See the work → Start a project

module 02 / services

Three problems clients hire me to solve.

Modular Email Systems

Modular, documented component libraries built from Figma to production. Brand-safe, dark-mode-tested, and structured so your team can build new sends without breaking anything.

Figma → ESPModularQA framework

ESP Implementation & Lifecycle

Journeys, triggers, and automations built right the first time. Onboarding, retention, and winback flows. Mapped, built, and instrumented so you can see what's working.

JourneysTriggersContent testing

Consultation & Enablement

Platform decisions, audits, QA frameworks, and team training. The strategic layer that keeps the program from turning into spaghetti six months from now.

AuditsPlatform strategyTraining

module 03 / selected work

Selected work.

Six builds. Different platforms, different problems. The kind of work I want more of.

Top-5 US mortgage lender

Persona routing at scale.

JustAI routes personas at send time, kept outside Iterable's segmentation so four-persona logic stays manageable across two journeys. Nine hand-coded base templates produce 30 persona-specific builds. Fallback logic ensures no failure reaches an inbox.

More than doubled rate lock conversion on the primary flow.

IterableJustAIPersonalizationMulti-platform

Global pet-care CPG

From 4 brands to 30+.

Joined as the only developer on the account and shipped a launch eCRM under a six-week hardware deadline. That work kept earning more work, turning solo builds into team leadership as the account kept expanding.

4 → 30+ brands in ~18 months. Now leading a team across 50+ sub-accounts.

SFMCeCRMTeam lead

Global pet-care CPG

Messy data in, correct email out.

A feeding guide email pulling from pet and food data. The data couldn't be validated in time. Wrote the interpretation into the AMPscript itself: decimals into rendered fractions with matching images, grammar handling for names and quantities, dynamic layout based on populated fields.

Single build in continuous use across every brand in the account. Three years and counting.

SFMCAMPscriptDynamic content

Smart-home baby monitoring brand

Built past the ask.

The marketing team needed a self-serve template system. Built one that uses every capability the builder supports: hide-when-empty sections, mobile image swaps, repeatable content blocks, and tokens for every color, copy field, link, and image.

The marketing team, with no HTML background, now ships their own campaigns without breaking brand or rendering standards.

CordialModular systemSelf-serve

DTC personalized haircare brand

A personalization engine, no data feed required.

The live data feed that was supposed to power a hyper-personalized welcome journey never materialized. The personalization still had to ship.

Built the full engine natively in Iterable. 100+ ingredients cross-referenced against each customer's goals, skin type, and geographic stressors. Zero external infrastructure. 14 emails + 11 SMS deep.

IterableHandlebarsPersonalization

DTC ed-tech brand

3.3x on the highest-volume flow.

Customer.io's Design Studio supports nested containers and persistent HTML overrides, real technical range for a builder-based ESP. Built the modular system around those capabilities, dropping into raw code only where the visual editor hit its limits.

Beat the legacy Klaviyo templates on 6 of 9 comparable flows. Measured with CTOR to isolate what the email design actually controls, independent of deliverability.

Customer.ioModular systemBenchmarking

module 04 / platforms

The platforms.

Where I've built. Tap a tile for what I do in each.

Content Builder template & module systems
AMPscript personalization & dynamic content
Multi-brand eCRM at enterprise scale

Handlebars templating with deep personalization logic
Multi-track lifecycle journeys, fallback-resilient
Third-party integrations (JustAI, dynamic catalogs)

Full modular email systems (tokenized)
Liquid templating & dynamic content
Workflows, campaigns, and transactional messaging

Sculpt-based modular systems with deep tokenization
Self-serve module systems for non-technical teams
Message Streams & lifecycle configuration

Canvas Flow lifecycle programs
Liquid templating & Connected Content
Modular content blocks & testing setups

Template & block library builds
Automation Center journey configuration
Personalization tokens & smart content

Flow setup & template development
Dynamic blocks & product feeds
Segmentation logic

Any design, executed pixel-accurate in production HTML
Deep in Outlook: VML, ghost tables, conditional CSS, the works
Dark mode handled cleanly across Gmail, Apple Mail, Yahoo, and Samsung
Kinetic interactions: accordions, hover states, expandable menus

module 05 / proof

Dark mode is where
most email goes to die.

Inverted logos, vanishing text, blown-out backgrounds, white boxes around buttons. I build modules that hold their shape whether the inbox flips them or not. Flip the switch. Same email, both ways, nothing breaks.

Light

Dark

Apple Mail · iOS · live inbox screenshot

module 06 / about

Email is a craft of working inside ugly constraints.

I've spent eight years building email, most of it figuring out how to make something polished survive a medium held together by tables, inline styles, and inbox clients that all disagree with each other.

By day I run email development at an agency. The rest of the time I build modular systems and lifecycle programs for teams that want it done right the first time.

If you've ever opened a "finished" email build and watched it implode in Outlook, you already know why this work matters. That's the part I'm good at.

Henry Wiygul · Dallas TX