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Customer project

Premium Email Templates for Brand-
and Audience-Specific Communication

The template system enables decentralised email communication within clear brand and design guardrails. Departments can create mailings faster and more independently, while quality, CI consistency and process reliability are maintained across brands, departments and target audiences.

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Business Activity

The company communicates across different brand and audience contexts – including multiple brands, professional circles and brand partners. Public portals reflect this brand- and audience-specific structure, for example through separate access areas for professional circles and partner portals.

"With the new premium email templates, creating mailings has become significantly easier. Even users without deep system knowledge can now independently create professional newsletters and occasion-based emails. This reduces our support overhead, accelerates implementation and at the same time ensures that our communication remains brand-compliant and consistent."

Product Management Pharmaceuticals

The Project in Detail

Application

New premium email templates were introduced for the company within Marketing Automation to significantly simplify the creation of newsletters, event emails and audience-specific communication journeys.

The templates support different brands, departments and communication occasions. Editors can build, customise and save emails independently, without needing technical support or agency intervention for every change.

The templates are part of the overarching communication architecture between the CRM system and the independently operated but deeply integrated Marketing Automation solution. Audiences, categories, brand interests and permission information are used in the interplay of the systems, while Marketing Automation supports the operational email creation and sending process.

Starting point

As a long-standing Marketing Automation customer, the company had numerous brand- and department-specific templates. The requirements were correspondingly complex: different brands, various professional circles, different communication occasions and varying design specifications all had to be accommodated.

The previous editor of the Marketing Automation solution was difficult to use without training. Different template logics led to operational hurdles and increased support needs.

Typical challenges were:

  • High training overhead for new or occasional users
  • Uncertainty when operating the editor
  • Many queries to admins or agencies
  • Errors caused by inconsistent template logics
  • Difficult knowledge transfer between departments
  • Dependency on a small number of experienced individuals
  • High effort for occasion-based mailings
  • Limited flexibility for non-admin users
Solution

The new interface introduced a modern, intuitive editor. The new premium email templates enable significantly easier creation of high-quality mailings directly within the Marketing Automation solution.

The core solution components:

  • Introduction of new, intuitive template structures
  • Simple assembly of newsletters and occasion-based mailings
  • Independent editing by non-admin users
  • Saving of custom template variants
  • Brand- and department-specific design options
  • Consistent implementation in the respective look and feel
  • Reduced need for technical support
  • Better reusability of template elements

The templates strike a balanced ratio between standardisation and flexibility: brand governance and template quality remain secured, while departments can communicate independently and more quickly.

Benefits

The new premium email templates significantly reduce the effort required for mailing creation. Departments can handle many communication occasions independently, without the detour via admins or external support.

  • Significantly easier operation of the email editor
  • Support requests reduced to near zero
  • Minimal training requirements
  • Faster creation of finished newsletters
  • Independent work even by non-admin users
  • Fewer errors through clearer template logic
  • More consistent brand communication
  • Better reusability of existing building blocks
  • Lower dependency on individual experts
  • Higher speed for occasion-based communication
Business Impact

The solution delivers the following improvements:

0-0%Faster creation of high-quality mailings
0-0%Fewer support requests around template usage and editor logic
0-0%Fewer revision cycles through clearer structures and better usability
0-0%Less training overhead for new or occasional users
0-0%Faster implementation of occasion-based mailings by departments
Further benefits
Higher CI/brand consistency across different brands and departments
Reduced agency dependency for standard and occasion-based communication
10 to 40 hours saved per month – approx. 120 to 480 hours per year

Based on a conservative estimate of 30 to 60 minutes of saved effort per mailing and, for example, 20 to 40 mailings per month, the stated operational relief is achieved. Additionally, error costs, coordination overhead and waiting times decrease as departments become capable of working independently more quickly.

Strategic Value

The company gains a scalable template system that enables decentralised communication without compromising brand quality and process reliability. Departments can respond more quickly, create occasion-based communication independently and still operate within defined design guardrails.

This transforms Marketing Automation from a pure sending system into an operational communication tool for different brands, departments and target audiences. The solution increases not only efficiency but also the quality and consistency of all email communication.

Business Impact

The solution delivers the following improvements:

0-0%Faster creation of high-quality mailings
0-0%Fewer support requests around template usage and editor logic
0-0%Fewer revision cycles through clearer structures and better usability
0-0%Less training overhead for new or occasional users
0-0%Faster implementation of occasion-based mailings by departments
Further benefits
Higher CI/brand consistency across different brands and departments
Reduced agency dependency for standard and occasion-based communication
10 to 40 hours saved per month – approx. 120 to 480 hours per year

Based on a conservative estimate of 30 to 60 minutes of saved effort per mailing and, for example, 20 to 40 mailings per month, the stated operational relief is achieved. Additionally, error costs, coordination overhead and waiting times decrease as departments become capable of working independently more quickly.

Strategic Value

The company gains a scalable template system that enables decentralised communication without compromising brand quality and process reliability. Departments can respond more quickly, create occasion-based communication independently and still operate within defined design guardrails.

This transforms Marketing Automation from a pure sending system into an operational communication tool for different brands, departments and target audiences. The solution increases not only efficiency but also the quality and consistency of all email communication.