Customer case: Effy

Coaching and custom design of Hubspot email modules

Email Builder

HubSpot

Design Email

about

Effy is a company specializing in helping private individuals with their energy renovation projects. It offers personalized advice and facilitates contact with qualified craftsmen to guarantee that the work is carried out under the best possible conditions. At the same time, Effy supports tradesmen by simplifying administrative procedures and the acquisition of contracts, thus contributing to a smooth and efficient collaboration between the two parties.

01.Summary

Effy's marketing team uses HubSpot to the creation of email campaignsincluding promotional communications and newsletters. However, it was faced with a twofold problem: on the one hand, ensuring strict compliance with the brand's graphic charter while using the standard blocks offered by HubSpot's integrated editor; on the other, overcoming a certain creative limitation imposed by this tool. This constraint limited the team's ability to create diversified and engaging emails. The expressed need was for a library of pre-designed, modular, parameterized and optimized blocks, enabling fast and efficient design of the various types of email required. These blocks must not only reflect a more sophisticated aesthetic, but also incorporate attractive educational content, with the aim of improving conversion rates and generating more contact requests. Indeed, the current appearance of standard blocks, considered rudimentary, limits their impact in a communication strategy geared towards customer engagement.

02.challenges

Adopt a profile combining design and HTML integration skillsto ensure a perfect match between the proposed designs and their technical feasibility.
In-depth testing of the features and limitations of HubSpot's design managerto make the most of its capabilities, while identifying any necessary workarounds.
Integrate all the brand's new graphic codesEach block faithfully reflects the defined visual identity and design principles.
Ergonomic structuring of configurable options in each blockto ensure a smooth, intuitive user experience for non-technical teams.
Optimizing the weight of HTML modules by reducing code to the bare essentials to ensure lightweight emails that respect the 102 Kb limit imposed by Gmail for optimal display.
Implementing a fluid development approacha workaround for the impossibility of integrating media queries into the drag-and-drop configurable blocks of the HubSpot editor.
Manage advanced module customization on HubSpotby integrating the different types of fields available to guarantee maximum flexibility for the marketing team.

03.Solutions

Although the steps were not carried out in a strictly linear order, the following actions were taken:

Comparative market analysisThis is an opportunity to study existing solutions and draw on best practices to enrich and perfect block design and functionality.
Drawing up detailed specificationsA complete list of options and specific field types to be integrated into HubSpot, to ensure consistent and complete block design.
Creating models on Figmaby taking into account the constraints inherent in fluid development, in order to anticipate the challenges of graphic and technical implementation.
Development of validated blocks and management of packaging and settings in HTML codeby ensuring efficient code organization, facilitating maintenance and block scalability.
Rigorous testing to ensure technical complianceand optimal performance.

04.Result

Effy now benefits from a library of some twenty modular blocks, offering a wide range of graphic possibilities while guaranteeing strict compliance with the brand's visual charter. This solution enables the marketing team to design the different types of email required significantly faster and more efficiently, meeting their functional and strategic needs.

Testimonials

"I appreciate the consistency between the initial promise and the delivered result, as well as being able to rely on an email marketing expert who is autonomous and resourceful." Bertrand Fons - Head of CRM Effy

Effy promotional email

Effy Newsletter