The mission was clear but ambitious. At the heart of the challenge was the need to transform emails into a captivating showcase for training videos, essential to the platform’s educational offering. It wasn’t just a question of improving the aesthetics of the emails, but also of rethinking their structure to encourage interaction and engagement.
In addition, it was imperative to equip L’Oréal’s CRM teams with the tools they needed to create personalized and effective communications, without constantly relying on technical support.
To meet these challenges, we have adopted a two-pronged strategy focused on innovation and flexibility. Firstly, we carried out a complete graphic redesign of the transactional emails using Figma, with particular emphasis on video integration. Our aim was to create a design that not only enhanced video content, but was also engaging for the user.
We’ve designed the emails in interchangeable blocks, offering a multitude of possible combinations. This modularity enables L’Oréal’s CRM teams to customize emails via Content Builder according to the specific needs of their audience, with ease of use. This approach has transformed the way emails are created, offering unprecedented flexibility for dynamic, personalized marketing campaigns.
In addition, we have taken proactive steps to ensure that emails are responsive and optimized for dark mode. This anticipation guarantees a consistent, immersive user experience on all devices, especially smartphones where dark mode is frequently used.
The redesign marked a turning point for L’Oréal’s Access Platform. The successful integration of videos into emails has not only increased user engagement but also enriched the learning experience by making content more accessible and engaging.
The flexibility offered by interchangeable blocks has enabled CRM teams to create emails that truly resonate with their audience, improving the relevance and effectiveness of their communications.
Optimization for dark mode and responsive design has ensured that emails retain their visual appeal and functionality across all devices, enhancing the overall impact of La Plateforme Access email campaigns.
This global approach not only met L’Oréal’s immediate needs, but also laid the foundations for a more robust and adaptable email communications strategy for the future.
This project illustrates the importance of a well-thought-out and well-executed email communications strategy in the overall success of an e-learning platform. By focusing on personalization, user engagement and flexibility, we helped L’Oréal’s Access Platform transform its transactional emails into powerful marketing and educational tools.
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