Whilst working for NRMA, I was tasked with the objective to overhaul the EDM design and build process in attempt to decrease the time spent building EDMs, whilst also updating the look and feel.
With NRMA receiving a style re-brand, the EDMs required a much needed visual uplift. And with that, the processes in which the EDMs were built became long-winded and drawn out. Creating a modular based structure allowed us to create fully-responsive emails how we saw fit, adding or subtracting modules at free will. Vigorous testing (within 20+ email, browser and device combinations) was done on the modules to make sure they were compatible and displayed correctly. After launching the new email designs, the open rates have steadily increased and are now sitting 15%+ above industry standard and engagement is higher than it has ever been before.
