Name Carma Marketing Hub
Customers Mid-size to Fortune 500
Platform Web, smart phone apps

Carma Marketing Hub (CMH) is the main tool from Compost Marketing AB to use and administer all one-to-one (emails, web apps, app push, sms-text and web sites) marketing communications. I worked 4 years at Compost Marketing AB in Stockholm developing tools, campaigns and templates for CMH.

I developed campaigns, as well as templates for sendouts – from graphical design to implementation in both markup (html/css) and the tools to make it as simple as possible for the user to create using the templates.


The client wanted a complete revamp of the strategy and look of their email marketing. The audience are students. Young men and women in their early twenties with limited budgets.

The purpose of this revamp was to further traffic to the companys’ web site. ICA had been aclient of ours for quite some time so we had vast amounts of data of their customers behaviour. We tracked clicks and open rates and amount seconds an email was opened.

ICA had a fairly decent openeing rate of their emails. Most of the recipients had manually signed up for the sendouts and gave “coupons” and “inspiration” as their main reason to do so.

Client: ICA Student*
Channel: Email
Goal: Increase traffic to web page by 200%
Timeframe: 3 months

* Swedish retailer with a focus on food and health.

The templates ICA Student had been using was decent but not created for the audience, but rather a re-purpose of the send-outs for their larger ICA brand.

As this particular audience have different needs and wants and care more for aesthetics and presentation a completer redesign was in need. The old templates also followed the brand guidelines of 2012 and the brand had evolved since.

We relied heavily on the vast amounts of data to drive the design for the revamp. Opening rates of emails always peaked when ICA used subject lines with promises of free samples or gifts for their customers. Not very surprising. However, the ROI couldn’t rely on giving away physical goods in every send-out. Diving deeper into the data showed simplying planning for- and cooking was a deep need for many of the recipients.

Click through rates showed clicks where prevalent in the HERO article and the coupons always included in the emails