Suez Nalo

The Agency 148 really took a thorn out of my side. They managed to create customizable emails while keeping our CRM tool, which was very inflexible.

Laureen, Deputy Managing Director of Nalo

Technically, achieving this personalization in a large-scale marketing campaign is still a challenge. And Laureen, the Deputy Managing Director of Nalo, adds a second challenge for us: the company already has its CRM tool (Customer Relationship Management) and wishes to keep it. A tool that has many qualities… but which does not easily allow adapting the content from one client to another. And that’s where the expertise of Agency 148 makes a difference. Overcoming constraints is what we do best! Initially, we develop the emails on another platform, MailChimp, which is much more flexible. Then we adapt them to Nalo's CRM tool.

Finally, we conduct an entire series of tests. We send emails to test addresses on all existing servers and check the rendering. For example, on Outlook, only basic fonts are considered. The one we chose is not included. We therefore transform it to Arial for all clients using an Outlook email service. Modifications are also necessary for the signature at the bottom of the email, as some design elements are not compatible everywhere.

I had a very specific request: to be able to easily create tailored emails for my clients, with a predefined look. That's what was delivered. It's functional and it's beautiful.
Laureen, Deputy Managing Director of Nalo

Easily reusable email templates for the long term

Laureen’s request includes another important element. These emails must be usable in the long term. They should be adaptable for other marketing campaigns. We therefore design a template in the form of blocks: a text block, a text block with a bulleted list, an image block, a key figures block, a block with a clickable link. The Nalo design is automatically integrated. It’s then enough to modify the content and arrange the blocks as desired to create a new email.

Finally, each template is designed in two versions, desktop & mobile. The reading experience is not the same at all, and the format must necessarily change and be optimized for each medium.

We offer Nalo support on the writing of email content. To be truly effective, it cannot be completely dissociated from the templates and design.
Pauline, project manager at Agency 148

A consulting service on email content

When Laureen sends us her texts, we propose to rework them to make them more impactful. Tanguy, our account director, advises condensing the information. And better prioritize it, using strong keywords, titles, and subtitles, for a more dynamic rendering.

All this content integrates into a design specifically created for an email format. We start from Nalo's graphic charter and all the elements sent by Laureen. We draw inspiration from the website to create a continuity. We use the blue color of their logo and the same geometric shapes. For example, we add behind the key figures of the email the characteristic hexagon of their brand. The result is modern. And reflective of Nalo: innovative, serious, and professional.