Goose Insurance

Goose Insurance: a bilingual email program, built to grow

Goose Insurance Services is a Vancouver company that sells insurance through an app. EmailBoutique designed and built its email program across 2019–2021, starting with travel insurance and growing it into a bilingual template system that could carry an entirely new product line: life and critical illness cover.

Wireframes before design

Every new email started as a wireframe rather than a finished comp. Opt-in, welcome and fulfilment emails were laid out in Adobe XD at both desktop and mobile widths and signed off as plain structure — hierarchy, content order, where the call to action sits — before any brand styling or code existed. Changes at that stage cost minutes instead of days.

One master template, many emails

From the approved wireframes we built a master template: a fixed grid with a set of interchangeable blocks. Every email that followed was assembled from those blocks rather than coded from scratch, which is what kept a multi-year program visually consistent as products and campaigns changed. The block set covers:

• Offer hero — product illustration with a day-count badge
• “Why Goose?” panel — a four-icon benefits grid for price, coverage, approval time and the money-back guarantee
• Countdown timer for the closing hours of an offer
• App download banner
• Social and legal footer, shared by every email

Build and handover

Templates were hand-coded, versioned in Git and render-tested across desktop, mobile and app clients before handover. Finished templates went into Braze — first into a development workspace for review, then into production once approved — so the Goose team could build and send campaigns without coming back to us for each one.

English and Canadian French

Campaigns shipped in both languages from the same layout. French copy runs longer than English, so blocks were built to flex vertically rather than break, and both language versions were tested side by side to confirm the design held.

The Guaranteed Acceptance campaign

The life and critical illness launch ran as a four-email sequence built on a single offer layout. It opens with the announcement and a 30-day badge, steps the count down through the middle sends, and closes with a live countdown timer and a “last 24 hours” badge. Only the badge, hero image and copy change between the four — the structure is one block set reused, which is why the sequence could be produced and localised quickly.

Nurture series

A product-agnostic series follows new users through their first month, with sends on day 3 and day 27 and an education email explaining the coverage types available. Because it shares the same blocks as the campaign work, adding a new product to the series is a content change rather than a build.