The Actuaries Institute is a leading not for profit organisation, and its emails are a key part of how it keeps members informed. Following a recent rebrand, the Institute wanted its email marketing to do more than deliver information. It needed emails that reflected the new visual identity, held attention and encouraged members to engage, and a way of producing them that the in-house team could sustain.
Case study · Professional services
Actuaries Institute: email campaigns that lift engagement.
We partnered with The Actuaries Institute, a leading not for profit organisation, to rebuild its email marketing with templates that carry the new brand, work on every platform and get members reading.
- Sector
- Professional services
- Service
- Email marketing
- Channels
Digital marketingCampaign delivery
The challenge
What needed to change.
The Actuaries Institute had recently rebranded and needed new email templates that reflected its fresh visual identity. The existing emails were too text heavy and lacked visual appeal, leading to lower engagement.
The Institute required versatile, customisable templates compatible across various email platforms, and a robust email marketing automation system to streamline its EDM marketing efforts. Our goal was to create a visually engaging digital campaign that would hold the attention of its audience.
Approach
How the work took shape.
To meet these challenges we devised a strategic plan, starting with design. We embarked on five rounds of creative designs, crafting five unique templates including a versatile generic template with reusable components. Each round refined the layout, typography and imagery until the templates carried the new brand faithfully. This design flexibility allowed The Actuaries Institute to create custom emails in-house without effort.
Development followed. We built four targeted EDMs on Campaign Monitor, each based on the approved designs. By building templates sequentially and drawing on reusable components, we accelerated the development process, and every template was optimised for various devices and email platforms to ensure a consistent appearance.
Testing was comprehensive. Our QA team rigorously tested each template across popular email services such as Outlook and Gmail, so emails displayed correctly on every platform. Finally, we integrated email marketing automation features into Campaign Monitor, improving the efficiency and effectiveness of the Institute’s digital marketing campaign and enabling the team to manage its email marketing strategy with ease.
The shift
Reusable components meant the Institute could build its own emails without going back to a designer.
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The work
The work, up close.
The collaboration yielded visually strong, easily customisable email templates that aligned with The Actuaries Institute’s new brand identity. The generic templates with reusable components offered real flexibility, allowing the in-house team to craft new emails swiftly without starting from scratch.
The integration of email marketing automation in Campaign Monitor streamlined operations, making digital campaigns more efficient and impactful. The result was a substantial increase in member engagement and a more robust, effective communication strategy.
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