Coding Archieven - Anneleen Vaes

Newsletters for Boerenbond

They say newsletters are making a comeback. And I’m all for it, cause I love me a good challenge. If you’ve ever coded a newsletter, you know that they are just that. For Boerenbond I’ve created three different newsletters.

First up is a template for their tailored newsletter, a semiweekly direct emailing that’s sent to all their members. Phew, this one was a challenge. In the first place, cause the deadline was tight, which meant I had to focus on improving what was already in place. Think web safe fonts, buttons that actually work, consistency in font-size and line-height and of course, consistent looks between the different mail clients. On top of that, most of the content in this newsletter is dynamic, based on members’ sectors and region. And it’s one thing to code for multiple mail clients, but a dynamic layer makes this even more complex, as your mail is even more prone to breaking.

The second newsletter was a one-off: a mailing to announce Boerenbond’s annual report. As there was no need for a template, I had more freedom design-wise. So I decided this was the right moment to implement the new branding: more colours, rounded buttons, better spacing in between elements, … Of course, limitations like web-safe fonts and Outlook Word’s engine (which is a killer for nice designs) are a constant. I always code for compatibility across mail clients, which does mean making some design concessions.

And then we have the last one: the policy newsletter that will go out to Belgian policymakers. This one again was a template, as my non-coding colleagues will be working on this newsletter. But with no time constraints or existing structure, I did completely implement the new branding in this one. Well, within the constraints of the different mail clients, of course.

Still on my planning: a complete redesign of the tailored newsletter to fit the new branding as well.

3 October 2026

Boerenbond at Nerdland

Let’s face it, when most people think of agriculture, they probably picture an old school farmer manually milking his cows. But the agriculture sector is actually quite innovative. To prove just that, Boerenbond joined the tech and science festival, Nerdland.

For Nerdland I hit the streets to test people’s knowledge about innovation in the farming sector. On top of that, I wrote content and designed the booth for the festival. Finally, I developed a quiz so visitors could put their own knowledge on tech and innovation in agriculture to the test.

21 June 2026

FibriCheck

Did you know that arrhythmia is one of the most common cardiovascular diseases? During an arrhythmia, the heart beats too fast, too slow or irregularly. Obviously this can be quite dangerous, so regular checkups of your heart are important. Enter FibriCheck: a medically certified app that monitors your heart rhythm, detects arrhythmias and prevents strokes.

Besides that, FibriCheck wants to empower patients with knowledge about their heart & heart rhythm disorders. That’s where I came in: as Content Marketer I produced content to educate people in just that.

Specifically, I created content for social media, the website, newsletters, ads, … As you can imagine, this was a very diverse task: from determining the strategy for this content to project management, copywriting, graphic design, uploading the content & analysing the results. Furthermore, I was responsible for FibriCheck’s graphic design & visual communication.

Below you can discover some of my work for the brand.

At FibriCheck, I got the chance to prove myself as content marketer. But I actually got my start in content marketing with Start Life by Ethias at BBDO.

28 June 2020

Worldline

Transactions in cash have been declining steadily in Belgium thanks to the rise of mobile & contactless payments. That’s where Worldline comes in: the company provides all-in-one payment solutions to businesses like shops, restaurants, …

Taking our little country by storm Worldline joined forces with BBDO for their communication efforts, ranging from offline campaigns, like direct mailing, to online projects, like ads on Facebook. On the digital side of things I took care of e-mail development, design and social copy & concepting for Worldline. Below you can find some of my work for the client:

Just like Worldline, Hyboma is also taking Belgium by storm, in this case in the real estate world. Glad I had a part in that success, as I did content management, copywriting and social media for them.

27 November 2019

GrandOptical

Glasses may be a practical object, for optical retailer GrandOptical it’s so much more. They see glasses as a stylish accessory that’s an extension of your personality. So they made it their mission to find you a pair of glasses that really fits your character.

To get this message across, they communicate with their clients through emails, social media and blog posts among others. I’ve been lucky enough to work on all of these mediums: from coding mails to writing articles & social copy.

Sight seems to be a theme throughout my carreer, as I also did content creation for Pearle.

6 November 2019

Pearle

Let’s face it, not seeing well is no fun at all. But Pearle somehow makes it fun! The chain of eye care stores is not only market leader in Belgium, they also have been rewarded with multiple awards for their ingenius #ThatMomentWhen campaigns.

Needless to say it’s been a pleasure to do some projects for Pearle. Specifically, I did some email development & copywriting for the brand.

Sight seems to be a theme throughout my carreer, as I also worked for GrandOptical.

5 July 2019

Category: Coding