AAA Email Template Redesign
Project Overview
Leadership at AAA MWG has identified a need to improve their enterprise-wide email program. In order to increase engagement and improve overall ROI, the first step in refreshing their program will begin with updating the email templates to provide email recipients with a cohesive look and feel across all LOBs that aligns up to AAA’s overarching brand.
Audience and Key Considerations
The newly designed email templates will be used across all AAA MWG LOB communications. The high-level breakdown of their audience is below.
Primary Audience: AAA MWG Members who are subscribed to email communications
Secondary Audience: Prospective Members who are subscribed to email communications
Tertiary Audience: WinBack Audience – those who are still subscribed to email communications but have not engaged in the past 6, 12, and 18 months.
Key Considerations:
Desire a simple user flow, information to be available within 1-2 clicks, engaging visual user experience that establishes a hierarchy, and load time is a major factor in low retention rates
Tasks
Develop new modular email template comps desktop, mobile, and Email Spec Guide (draft) based on the approved wireframes that aligns with the new 2022 Brand Design and establishes a consistent look and feel across all LOB email communications.
Opportunity
Reposition MWG’s enterprise-wide email program to be best-in-class for the industry, while providing each LOB more flexibility within their emails with modular content sections. We will also establish a cohesive look and feel across all LOBs while still reflecting each LOBs unique brand identity. These enhancements will help improve their audience’s perceptions of their campaigns, thought leadership, and industry leading products/services.
The rollout of the new templates is still in progress, but we’ve seen a 40% increase in click through rate for the via template. Below you will find a few examples of the templates.
