SURA Asset Management
Sura Asset Management is a company specialized in saving and investment, a subsidiary
of the Group SURA, with presence in Chile, Colombia, México, Perú, Uruguay and El Salvador.
Challenge
Our challenge was to carry out research to establish design guidelines for emailing, both for email marketing and transactional emails, devising a design system (UI KIT) for email communications that followed the SURA brand manual and industry best practice.
Result:
We designed a visual system for the different businesses, based on a conceptualisation, design and testing process with users in 5 different countries and with customers of the different SURA companies. This led to a digital product called the Email Marketing UI KIT, which laid down the technical foundations of how companies should design their email communications.
Impact:
Besides the generation of the Email Marketing UI KIT, the project scaled up and incorporated a SaaS platform to design and develop HTML templates called Stripo, giving work teams of different companies and countries full autonomy when developing their own HTML content, integrating in most cases with their existing mass emailing platforms.
Using UI KIT + Stripo for HTML design managed to reduce the template generation time from 24-48 hours to 2 hours at the most.
Within 18 months, 10 countries have already started using UI KIT + Stripo in 22 different companies across the region.
SaaS platform Integration of Stripo as an official HTML design tool.
Stripo is a web-based SaaS tool that allows users to quickly create professional and responsive email templates without the need to understand HTML or learn how to code.
In order to implement Stripo, the Ilógica team carried out thorough in-house training and received direct support from the Stripo team (from the Ukraine), to understand and make use of the full scope of this platform, so they could deploy the entire UI Kit on a modular basis and transfer their knowledge to SURA’s teams.
This process, which has evolved over time together with Stripo’s new features, is constantly improving so that the user experience and the correct use of the tool have become an integral part of the service provided as an expert agency.
“This project posed a very important challenge for the company, because it involved unifying our design and communication criteria, as well as the tone and style, of all e-mail marketing communications. We initially focused on one business group, but due to the project’s success, we decided to expand it to the other businesses in each country. Ilógica helped us to approach this project in an agile and synchronized manner, letting us achieve total impact.”
This project, which is currently underway, also involves a number of ancillary services to continuously improve the user experience, provide new integrations, sections and deliver a 24/7 support service for the entire platform.
Salesforce integration
We integrated Stripo with Salesforce’s Marketing Cloud to allow direct template exports for fast and efficient email campaign setup.
Monitoring and analytics
In addition to the functional project, we used UTM marks to carry out a complete campaign marking and smart use of hyperlinks in the campaigns.
Support and continuous improvement
The project also envisages a full mentoring service for the teams in 10 countries of the region to monitor the correct usage of the UI Kit and the Stripo platform.
