Energy & TelecommunicationsOne platform, two brands, 829 campaigns
How Denmark's largest integrated energy and telecom group unified email production across Norlys and Call Me — both on Salesforce Marketing Cloud.
Campaigns in 12 months
500 templates, two brands, one impossible deadline
Norlys is Denmark's largest integrated energy and telecommunications group, owned by more than 800,000 cooperative members. With 3.5 million customer relationships and operations spanning energy, broadband, mobile, TV, and EV charging, it's one of the Nordic region's most complex multi-brand organisations.
Following its acquisition of Telia Denmark, Norlys now operates two distinct brands — Norlys and Call Me — each with its own visual identity, customer base, and communication requirements, all running on separate Salesforce Marketing Cloud instances.
Around 500 transactional and campaign templates needed to be reskinned in the new CVI on a tight deadline — rebuilding everything natively in Salesforce would have taken an enormous amount of time.
The team needed a single source of truth for their email design system and a workflow that didn't depend on developers for every campaign — across both brands, both SFMC instances, and 40 campaigns per month.
One source of truth for two brands
Better Email became the single source of truth for Norlys' email design system — covering both campaign and transactional emails across both brands. When the CVI changes, updates roll out across all 500+ templates from one place.
Migration in 3 days
Telia's legacy templates converted into fully editable, Salesforce-compatible designs in just three days — campaigns continued without interruption.
Two brand design systems
Separate Email Design Systems for Norlys and Call Me, with branding guardrails that keep every email on-brand regardless of who builds it.
Deep SFMC integration
Custom link attributes meet SFMC tracking requirements. Folder synchronisation exports campaigns directly into the correct Salesforce structure — for both instances simultaneously.
Liquid-based dynamic content
Complex conditional rendering for membership status, product-specific messaging, and regional offers — configured at module level by marketers, no developer tickets required.
Better Email has made our email production much simpler and more flexible. Our copywriters can write directly in emails, and the intuitive drag-and-drop editor makes it easy to move elements around and adapt content without any technical skills. It saves us time every day and means more people in marketing can work independently in the platform.
Amalie Banke Heise
Marketing Project Manager, CRM, Norlys
Multi-brand scale, single platform
Today, Norlys operates independently day-to-day, with Better Email providing ongoing support for new module development.
829 campaigns built in 12 months
Including full migration — across two brands, two SFMC instances, by a core team of five producers.
Campaigns per month
Produced by a core team of just 5 across two brands.
Users across departments
Accessing the platform with exports to both SFMC instances.
Templates managed
CVI changes roll out across all templates from a single place.
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