A flexible framework for enhanced efficiency and engagement across our email programmes.

Issue
In the aftermath of the COVID-19 pandemic, email marketing in the UK saw rapid growth fuelled by increased digital engagement and the expansion of e-commerce. With more consumers relying on digital platforms, email became a vital and cost-effective channel for businesses to connect with and retain customers. For Premier Inn, email served as a primary means of communication with its customers, especially during these uncertain economic times. However, the growing demand for impactful campaigns exposed inefficiencies in existing processes and highlighted the need for a more scalable and consistent approach.

Insight
Premier Inn faced significant challenges in managing its email marketing operations. One of the key issues was balancing brand consistency with the need for creativity. While maintaining a cohesive brand identity across campaigns was essential, each email also needed to stand out and cater to specific customer needs. We needed a solution that would streamline operations while enhancing creativity and brand alignment.

Idea
We introduced our 'Email Flexible Framework'. This innovative solution revolved around a modular design system, which featured a library of pre-built and rigorously tested email modules. These modules could be combined in various configurations to create engaging and visually appealing emails, ensuring flexibility without compromising on brand consistency. The framework was designed to adapt to the unique needs of each campaign while maintaining a unified visual identity across all communications.

The system’s flexibility enabled us to mix and match modules, significantly reducing the time to produce diverse email designs. To further enhance collaboration, we developed a new workflow system that streamlined task management and improved communication between our cross-functional teams. This system transformed how we interacted and organised our activities, addressing bottlenecks in the approval process and ensuring smoother execution of campaigns.

More than 60% of emails are now opened on mobile devices. One of the biggest benefits of the framework is the 'baked in' mobile design. Every module has been designed, built and tested to display perfectly on desktop and mobile devices (mobile responsive). This greatly reduced the amount of testing required for each email campaign.

Impact
The introduction of the 'Email Flexible Framework' and the improved workflow system brought numerous advantages to our email marketing operations. The modular design approach offered unparalleled flexibility, allowing us to quickly adapt to market needs without starting from scratch for each campaign. By creating a standardised design framework, the brand achieved consistency across emails, fostering familiarity and trust among customers. It was also a successful collaborative project between both our Brand and eCRM teams where both departments were able to showcase their expertise.