Making every message clear, relevant and purposeful
Stockholms Stadsmission manages a wide range of email communication, from transactional messages and newsletters to fundraising campaigns and retail focused Second Hand communication. As complexity increased, a single structure was no longer enough.
We redesigned their email setup in Dynamics 365 Customer Insights by introducing purpose built templates and modular content blocks. Each message type now follows a clear structure, aligned with its intent and audience, while staying consistent with the brand.
The result is a more scalable and structured setup that improves clarity for recipients and makes day to day work simpler and more efficient for the team.
Challenge
Stockholms Stadsmission communicates with multiple audiences across a wide range of purposes, from confirmations and newsletters to time sensitive fundraising campaigns and retail communication.
Despite these differences, all emails followed the same structure. Messages with very different intent often looked too similar, making it harder for recipients to quickly understand what the message was about and what action was expected. This was especially limiting for fundraising. Campaign emails lacked the flexibility to create engagement, communicate urgency and drive donations.
At the same time, the setup created internal complexity. Templates were not clearly separated by use case, multiple systems were involved, and adapting communication required manual work.
Solution
Understand
We started by mapping Stockholms Stadsmission’s email communication across message types, audiences and purposes. This made it clear where the existing structure limited clarity and impact.
Together with the team, we defined what each type of email needed to achieve. Intent, urgency and audience guided how messages should be structured and presented.
Design
Based on this, we designed a set of distinct email templates in Figma, each tailored to a specific type of communication. Campaign emails were designed to create focus, emotional engagement and clear calls to action. Newsletters and loyalty communication took on a more editorial tone, while transactional emails were simplified to feel clear and reliable. Retail and Second Hand communication was given a more product and image driven layout.
The visual design was updated to align with Stockholms Stadsmission’s recently updated website, ensuring a consistent brand across all communication.
Enable
The templates and reusable sections were then developed as content blocks in Dynamics 365 Customer Insights.
This makes it easier for the team to create, adapt and manage emails in day to day work. Communication can now be produced more efficiently, while staying clear, consistent and aligned with its purpose.
Results
Stockholms Stadsmission now has a clearer and more structured email setup.
Messages are easier to understand and better aligned with their purpose, making it clearer for recipients what each email is about and what action is expected.
The new setup also simplifies internal work. Templates are easier to use, require less manual effort and make it easier to create and adapt emails across different use cases.
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