Case study

Revamping CRM Email Templates for AXA IM

Timeframe:

February 2020 – May 2020

Tools:

Figma, Photoshop, Visual Studio Code, Pardot

My role:

Senior UI/UX Designer

Executive Summary:

AXA Investment Managers (AXA IM) needed a redesign of their CRM email templates, which had become outdated and were no longer effectively engaging their target audience. The primary challenges included declining open and click-through rates, along with client feedback indicating that the existing designs did not reflect the high standards of the AXA brand. The objective was to develop a modern, mobile-responsive email template suite that would enhance engagement, align with AXA IM’s brand image, and be adaptable across multiple languages and regions.

Key Outcomes:

Increased Engagement: Post-launch, open rates improved by 21%, and click-through rates increased by 25% across multiple regions.
Enhanced User Experience: The redesigned templates were mobile-responsive, visually appealing, and easy to navigate, leading to a 30% increase in conversion rates.
Brand Alignment: The new designs reinforced AXA IM’s reputation for professionalism and quality, receiving positive feedback from both internal stakeholders and clients.

Increased Conversion Rates

0 %

Increased Click-Through Rates

0 %

Increased Open Rates

0 %

Different Languages

Design Process

⬇️Jump directly to these sections:

1. Project Background

2. Requirements Gathering

3. Wireframes

4.Prototypes

5. Development

6. Impact & Metrics

1.Project Background:

AXA IM, a global leader in investment management, needed to revamp their CRM email templates to address declining engagement metrics and align better with their brand’s high standards. The existing templates, while functional in the past, were no longer resonating with their audience, resulting in lower open and click-through rates. The new template suite was expected to not only address these issues but also be optimised for mobile viewing, considering the growing trend of mobile email usage.

Key Challenges:

Outdated Design: Existing templates were not meeting user expectations or representing the brand’s quality.
Low Engagement: Declining open rates and click-through rates highlighted the need for a more effective design.
Multi-Regional Implementation: The new templates had to be versatile and functional across different languages and regions.

2. Requirements Gathering:

In the initial phase, I collaborated with AXA IM stakeholders to understand their goals, brand guidelines, and technical constraints. This involved in-depth discussions about the type of content to be communicated, the target audience, and the desired outcomes.

Global Marketing Team

Marketing Team Belgium

Head of Digital

Head of Design

Content Writers

Compliance

Met with stakeholders to gather insights into project goals, branding guidelines, and technical requirements.
Identified the content that needed to be communicated and the overall tone and style desired.
For AXA IM's global audience, the emails will be translated into eight languages: English, Italian, German, French, Flemish, Spanish, Chinese, and Bahasa.

3. Design Solutions

📝 Wireframes

Understanding the needs and preferences of AXA IM’s audience was crucial. I worked closely with the marketing team to define user personas and ensure that the templates would meet their expectations for both content and design. This collaboration involved analysing existing user data, conducting stakeholder interviews, and reviewing feedback from previous email campaigns to accurately capture the target audience’s preferences and pain points.

Once the user personas were established, I began developing wireframes that focused on creating a clear and intuitive layout. These wireframes prioritised content hierarchy, ensuring that the most important information was prominently displayed and easily accessible. Special attention was given to mobile responsiveness, as a significant portion of AXA IM’s audience engages with emails on mobile devices.

The wireframes also incorporated AXA IM’s branding guidelines, balancing the need for a modern, clean design with the company’s established visual identity. Throughout this stage, I regularly reviewed the wireframes with key stakeholders to gather feedback and make necessary adjustments, ensuring alignment with the project’s goals.

Click on the ‘Expand View’ icon in the top right corner to enlarge the wireframes in Figma

🎨 Prototypes

Based on the insights gathered during the requirements phase, I began by creating detailed prototypes that focused on layout, typography, and overall visual hierarchy. These prototypes served as the foundation for the prototype phase, ensuring that the design would meet the needs of AXA IM’s global audience and diverse content.

The prototype phase involved the creation of a suite of 15-20 email templates and were designed to be fully mobile-responsive. Extensive testing was conducted using a range of email testing tools to ensure consistency and functionality. Based on the feedback received, I iterated on the design and development to refine the final product.
In addition to the templates, I developed comprehensive documentation outlining the design and technical requirements, providing the digital team with everything they needed to use and maintain the templates effectively.
I also conducted training sessions for the digital team, focusing on best practices for email design, customisation, and development.

Click on the ‘Expand View’ icon in the top right corner to enlarge the high-fidelity mockups in Figma

5. Email Template Development

The redesigned CRM email templates successfully revitalised AXA IM’s email marketing efforts. The project resulted in a significant improvement in engagement metrics, with a 21% increase in open rates, a 25% increase in click-through rates, and a 30% increase in conversion rates. The feedback from internal teams and clients was overwhelmingly positive, affirming the effectiveness of the new designs

🎨 HTML files

The project culminated in a suite of 15-20 responsive email templates, each designed for specific content types and audience segments. Key templates included:

The Monthly Review:

Archinomics Market Podcast:

Literature Market Update:

A data-centric newsletter featuring key market insights and macroeconomic trends, designed for clarity and ease of understanding.

A newsletter promoting AXA IM’s podcast, focusing on market analysis and investment strategies, with an emphasis on engaging, concise content.

A detailed update covering multiple asset classes, ensuring consistent reporting across AXA IM’s monthly communications.

See online

Responsible Spotlight:

Archinomics Monthly:

Power Circle:

A newsletter focused on ESG investing, showcasing AXA IM’s commitment to sustainability.

A high-level financial overview summarizing major market events, designed for easy reading and engagement.

An educational email targeting AXA IM clients, featuring interactive content to enhance investment knowledge.