Ryder

Ryder System, Inc. is a $9.7 billion global logistics and transportation company. Ryder provides supply chain, dedicated transportation, and fleet management solutions to some of the world’s most recognized consumer brands, including the top 10 FORTUNE 500® food and beverage companies in the United States.

Stuck in Neutral

Ryder faced challenges in maintaining customer interest through their existing email marketing efforts. The company was using slightly modified premade email templates that were provided by their email management software. The existing emails were outdated, had low conversion rates, and lacked the design flexibility necessary for compelling content delivery. There wasn’t enough of the brand’s personality in the basic email templates and content to keep customers coming back.

Identifying Current Roadblocks

The first step was to conduct an audit of the company’s existing email templates. Key findings revealed that the existing email templates were not fully optimized for mobile devices, leading to poor user experience on smartphones and tablets. The emails also had outdated layouts that failed to capture the brand’s design direction and lacked the design flexibility necessary for compelling content delivery.

A New Route

A set of new, visually appealing email templates and the creation of new email components were pivotal in enhancing user engagement and driving higher campaign success. Each template was optimized for both desktop and mobile views, ensuring a seamless experience across devices. The new components and templates were tested across a variety of devices and email clients. Testing ensured the assets displayed consistently across platforms, and any potential issues were addressed. By focusing on responsive design, user interactivity, and personalization, the company was able to deliver more engaging and effective email campaigns. The modular approach not only ensured design consistency across campaigns but also made it easier for the team to address challenges and future campaign needs.

Back in the Fast Lane

In a digital world filled with countless marketing channels, it’s easy to overlook the enduring power of email campaigns. Ryder’s case proves that when email marketing and design is done right, it remains a very powerful marketing tool. Personalization, knowing your audience, and continuous user testing can increase engagement, retention, and revenue, even in the most competitive industries.