Got Mail?
Building a scalable email system to keep an insurance product top-of-mind.
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
Let's Work Together
I'm looking for teams that need someone who can communicate, enable, and execute. Someone who understands products deeply and can help the people around them do the same. If that sounds like what you're building, I'd love to talk.