Background

Crystal manages the insurance needs of affluent individuals and families. Clients like wealth advisors, attorneys, accountants, fine art consultants and other professionals rely on their services. Their clients consist of more than 8,000 families that represent a diverse set of pursuits, passions, occupations and concerns.

When Crystal merged with Alliant they came to us requiring rebranding and creative services. I worked closely with stakeholders like their president, the development team, copywriters and management to lead their email channel marketing.

Research Findings and Best Practices

User research indicates that newsletters and marketing messages need to be personal, targeted, and timely. It has also become apparent that newsletters enjoy most attention on Tuesday and Thursday mornings.

70% of our users read their emails on their phones. Single-column webpages and email designs with full-width imagery, lower-content density, and more scrolling have become commonplace in recent years, users have become accustomed to seeing these kind of designs. Single-column layouts on mobile show fewer items in the viewport at one time, making the emails feel clean and streamlined. Multicolumn layouts result in smaller images and narrower columns of text. Users often perceive multicolumn newsletter designs as overwhelming and cluttered.

Goals

• Aim for a timely personalized message for a stronger user experience.
• Create a single-column layout utilizing full-width imagery.
• Develop a fluid message that can adjust to various screen sizes while rendering accurately on mobile devices.