CASE STUDY
Nespresso, usability and deliverability in digital product
Areas
Estrategia y diseño de automatizaciones. Herramientas de automatización. Flujos multicanal (email, redes, web). Optimización de campañas automatizadas. Personalización de contenidos. Marketing & sales alignment
Nespresso is a pioneering company and a global reference in the market for the highest quality coffee capsules. Its headquarters in Spain needed a partner to produce a large volume of digital assets with tight deadlines, ensuring their quality, deliverability, and usability.
For a long time, the best coffee depended on complex espresso machines. Until, in 1986, Nespresso's innovative spirit led them to develop a pioneering system based on a simple idea: that with just the push of a button, everyone could enjoy the perfect cup of espresso coffee, just like a barista would. Thus, the first Nespresso machine was born, along with four iconic Nespresso varieties.
Nespresso Spain needed to rely on an agency with extensive experience in the email marketing channel, to delegate the production of Nespresso Spain's newsletters following the design and style guidelines set by the Swiss headquarters. Another requirement of the project was to work with flexibility and agility, so it was necessary to implement a work system that minimized errors and reduced the time for review and application of changes.
“La clave para poder seguir el ritmo de comunicación de Nespresso España y poder llegar a tiempo y sin errores a las entregas ha sido el desarrollo de herramientas propias de automatización y la mejora continua de la coordinación entre los diferentes stakeholders implicados en el proyecto. Aurelio Moreno, Managing Partner, Runroom”
Ad hoc processes and tools
At Runroom, we have developed numerous projects for intensive email generation, with tight timings and high frequency. We knew that with Nespresso it would be essential to design and implement specific processes and tools that would serve as a firewall against possible human errors and allow us to speed up production to ensure the time-to-market.
To speed up the production process, we created multiple templates and worked in a centralized manner so that the content team could edit, review, and validate the copies with greater precision. Once validation was obtained, we automatically imported the content into the HTML using a custom-built search engine that prevents any errors by the layout designers.
For Runroom, it was very important to provide the project with a Customer Centric vision focusing on usability and deliverability, which is why we integrated validation with Litmus, a tool that allowed us to test all HTMLs and check their correct display in different email clients before delivery.
“Litmus es una herramienta clave en nuestro workflow de trabajo para garantizar que, independientemente del gestor de email que utilices, la newsletter se va a ver bien. Es especialmente útil para en la gestión y el control de calidad de una estrategia de email marketing personalizada para grandes audiencias y en la que intervienen muchos profesionales, como es el caso de Nespresso. Jordi Sala, CTO, Runroom”
In this project, agility was key, so each phase of the process had to be optimized. For example, for the client validation phase, we created a custom tool that allowed for agile visualization of all the already laid-out content, as well as each of the mechanics and the Desktop and Mobile versions of each.
Result: volume and quality within the established time
From the moment we took on this project, we also took on the great challenge of devising an entire system of coordination, management, adaptation, and production fully customized and tailored to the specific needs of Nespresso Spain.
Without margin for error, at Runroom we were able to apply this production system, combining processes and tools to generate a vast volume of HTMLs always meeting the agreed delivery dates and guaranteeing the highest quality of each asset, reaching a total of over 1300 newsletters throughout 2023.
To complement our service, we offered the Nespresso team consultancy to identify the latest trends in the world of newsletters, always seeking a balance between innovation and deliverability.
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