Standard, retail and B2B templates across the group’s properties. One codebase.
03selected work
Seven hotels. One component library.
Seven properties with distinct identities, one Dynamics 365 instance and no in-house email developer. In 2024 the CRM team sent 73% more campaigns from the same component library.
clicks to hotel websites
175k+29%
room revenue booked direct from email
£XXXk+24%
e-commerce revenue from email
£XXk+70%
open rate against the hospitality benchmark
53%vs 36%
Maybourne CRM 2024 review, year on year. Benchmark: Revinate 2024, EMEA.
From the campaign to the receipt to the carousel that moves in Apple Mail. Same components, so every touchpoint looks like the same brand. All six types
Every email above comes from one set of components across three demo brands. Only the brand tokens change, light and dark. That’s what we build for you.
A real email from the demo system, taken apart. Your brand lives in the first layer only, which is why a new brand or property takes a day, not a rebuild.
01 · tokens
Your brand, as data.
Colour, type, spacing and corners, light and dark, defined once. Nothing else in the system knows a hex code.
Harbour House · tokens
Page
#F3F0EA
Ink
#1F2A30
Muted
#5F6A72
Accent
#1F4E5A
Rule
#DCD6CB
AaGeorgia display · Helvetica text · radius 2px
Dark mode set
02 · components
Parts that only fit one way.
Header, hero, text, button, footer: each hand-coded for Outlook, Gmail and Apple Mail, and tested on every change.
header
Harbour HouseReservation
hero
text
Booking confirmed
We look forward to welcoming you on Friday.
Your room will be ready from three. Reference HH-48213.
button
View your booking
footer
Manage preferences · Privacy · The Quay, Salcombe
03 · assembly
Every email from the same parts.
Your team chooses blocks and writes words. Layout, brand and code stay locked, so nothing drifts.
Harbour HouseReservation
Booking confirmed
We look forward to welcoming you on Friday.
Your room will be ready from three. Reference HH-48213.
View your booking
Manage preferences · Privacy · The Quay, Salcombe
04 · everywhere
Light, dark, every client.
The same email holds its brand in dark mode, in classic Outlook and on a phone, because the system was built for all of them.
Harbour HouseReservation
Booking confirmed
We look forward to welcoming you on Friday.
Your room will be ready from three. Reference HH-48213.
View your booking
Manage preferences · Privacy · The Quay, Salcombe
Delivered into your platform
Dynamics 365
Customer Insights journeys. In production for Maybourne since 2018.
Salesforce Marketing Cloud
Content Builder templates with locked layout and editable slots.
Braze
Templates and content blocks with Liquid personalisation.
Klaviyo
Flow and campaign templates with the brand locked.
HubSpot
Coded templates and modules with the brand locked.
Other platforms usually work too: the library is plain, tested HTML, and each platform is an adapter layer.
06the alternatives
Agency, in-house, or a specialist.
Agencies suit strategy across seven channels. A hire suits a high volume of one-off builds. When the goal is every email on-brand and quick for your team to build, this is the cheaper route. The full comparison
A CRM agency, an in-house developer and Inbox Innovation compared
Area
CRM agency
In-house developer
Inbox Innovation
Price
Quoted after discovery, usually a retainer
A salary, plus rendering and testing tools
✓ Published fixed prices, from free
Who does the work
Account lead, strategist, designer, developer
One developer, often shared with web
✓ Douglas, from first call to final code
Where your team edits
A drag-and-drop editor or the agency
Raw HTML or a generic editor
✓ Locked templates built from your components
Accessibility and dark mode
Described as a standard
Depends on the person
✓ Tested on every component, evidence supplied
Before you sign
A contact form
A hiring process
✓ A free Health Check on any email you send
Price
Published fixed prices, from free
Agency: Quoted after discovery, usually a retainer
In-house: A salary, plus rendering and testing tools
Douglas Baker has designed and built email since 2012: a decade at Burberry, rising to lead its design systems, and Maybourne Hotel Group’s email system since 2018. No account layer and no hand-off to juniors.
