Working with our evergreen brand guidelines and image style to work cohesively with our email headlines, click-through rates on the Premier Inn website increased by 35%

Issue
The weekly customer email programme is the backbone of Premier Inn’s marketing. A weakness in the process can impact on timings and the quality of the output. Which, in turn, could potentially undermine results (hotel bookings). So, implementing an efficient design working process was vital.

Insight
Over a series of weeks, every part of the process was recorded and mapped – from the initial briefing right through to concept and design development. Extensive data gathering enabled us to highlight inefficient working practices.

Idea
The information helped us to refine our approach – leading to the development of a new, faster workflow system for email activity. At the same time, a broad suite of design templates incorporating responsive modules was created to speed up the process even further.

Impact
The new process has freed up time to concentrate on concept development, without compromising on turnaround. Specifically, results from these changes revealed an increase of 15% in revenue and 16.5% in engagement.