Project Overview
The Problem
Insurance is a low-engagement category — customers don't think about their coverage until something goes wrong. Kasasa needed an email communication system that could stay relevant across the full customer lifecycle: acquisition, onboarding, retention, and re-engagement. One-off campaigns weren't enough. They needed a system.
What I Did
- Designed a template architecture flexible enough to serve multiple campaign types and product lines without rebuilding from scratch
- Established a content hierarchy that balanced product information with engagement — leading with value, not features
- Created a visual system that maintained brand consistency across every stage of the customer lifecycle
- Optimized layouts for desktop and mobile rendering across major email clients
- Placed calls-to-action at moments of highest engagement within the read flow, not just at the bottom
Outcome
A reusable email communication system that reduced production time for new campaigns, kept brand standards consistent at every touchpoint, and gave the marketing team a scalable asset they could adapt across product lines without starting over each time.
Role:
Communication Design · Content Systems · Digital Strategy
Client:
Kasasa
