henry.wiygul
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 actually render.

Email design 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 ways I show up.

Three areas I focus on. Anything else, I'll point you to someone better.

Email Design 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, winback — 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 / platforms

The platforms, honestly rated.

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 email design systems (modular, tokenized)
  • Liquid templating & dynamic content
  • Workflows, campaigns, and transactional messaging
  • Sculpt EDS builds 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
  • Every major client's quirks — Outlook, Gmail, Apple Mail, Yahoo, Samsung
  • VML, ghost tables, hybrid layouts, dark mode — every trick the medium requires
  • Kinetic interactions — accordions, hover states, expandable menus
module 04 / 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 05 / selected work

Selected work.

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

Top-5 US mortgage lender

Persona-based refinance journeys, built for compliance.

Architected a dual-platform system where JustAI swaps in persona-specific HTML at send time — with Iterable serving resilient fallbacks so a failure never becomes a broken send. Every build engineered around the rate and APR compliance rules that make personalization hard in this space.

More than doubled rate lock conversion on the primary flow.
IterableJustAIPersonalizationCompliance
Global pet-care CPG

From 4 brands to 30+.

Joined as the only developer on the account. Delivered a launch eCRM under a six-week, zero-flex hardware deadline — then kept earning expansion, one hard test at a time. Enterprise, DTC, and the vet channel followed.

4 → 30+ brands in ~18 months. 50+ sub-accounts and a team under management today.
SFMCeCRMTeam lead
Smart-home baby monitoring brand

Sculpt, pushed to its limit.

Sculpt is designed for form-editable HTML modules. What I built with it uses every feature the format supports — hide-when-empty sections, mobile image swaps, repeatable content blocks, and tokens for every color, copy field, link, and image.

The marketing team — no HTML background — now ships their own campaigns without breaking brand or rendering standards.
CordialEDSDesign system
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
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 design 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