Adobe Campaign design and development

The brief

Migrate existing email campaigns on to Adobe Campaign. Create a suite of email templates.

What we did

Working with Aviva’s marketing and digital teams, we reviewed the current marketing emails and suggested the following improvements:

• One, compelling message per email – Read times on Android devices were around 15 seconds and as little as three on iPhones.
• Personalisation wherever possible – Driving revenue was important, but so was making sure people only received relevant emails.
• Interactive content – Using the latest HTML email techniques meant it was possible to include video within an email. We also embedded accordions, graphs and animated GIFs.

Results

• Twelve responsive HTML email templates keeping Aviva’s message on brand and contributing to a lower cost per acquisition
• 100 plus email campaigns migrated
• Adobe Campaign training to equip the marketing teams with the skills needed to build email campaigns