Case study : The Team

Design system and email builder LePatron

Design System Email

Email builder

Email design

about

L'Équipe is the leader in the field of sports. It stands out in the sports media landscape with a rich multimedia offering comprising a daily newspaper, a TV channel and a digital platform.

01.Summary

L'Équipe uses theemail builder LePatron since June 2019 to design part of its marketing emails. New needs emerged for both content and email campaign design. It was therefore high time to review the existing system to rationalize the needs of the CRM and marketing teams, while aligning the design with a new graphic charter for their application and website.

02.challenges

Two issues quickly became apparent:

Work with production teams on a selection of content blocks to meet new communication needs.
Work with the design department on the creation of a Design System email structured to guarantee the consistency of the Group's visual identity across all media and channels.

03.Solutions

We didn't want to hold up current production and move ahead with a redesign.. A new template is therefore required to preserve the history. To produce this new template, we collaborated in workshops. The aim is to meet different needs while facilitating production.. We took stock of the historical template. Removed content blocks and certain options deemed unnecessary. And above all determined new content and formats results, agenda, story... Once this work had been completed, L'Équipe's Design studio took over the reins to produce the Design System email taking into account our recommendations. The specificities of email are very strong, and even more so when it comes to producing via a builder.

04.Result

L'Équipe now has a second template available in the LePatron email builder. This has made it possible to continue production during the design period Design System and preserve all history. This new template corresponds to the new visual identity, modern and consistent with other media communication. A template of 22 fully customized blocks with business-specific features such as: sports event management, results and rankings, newsstand, story for social network publications... "This new email design makes for warmer, more readable communications, in line with our graphic charter." Romain Nicolle (LHOTE) - Customer Marketing Director, L'Équipe

Testimonials

"Accompanied by a new strategy focused on customer engagement, this change has resulted in a noticeable increase in our readers' engagement." Romain Nicolle (LHOTE) - Customer Marketing Director L'Équipe

Design system email Figma L'Équipe

Template L'Équipe email builder LePatron