InsuranceDenmark's first EAA-compliant insurer
How Scandinavia's largest non-life insurance company migrated three brand design systems, hit the European Accessibility Act deadline, and scaled to 554 campaigns — in 12 months.
Campaigns in 12 months
A migration, three brands, and a compliance deadline
Tryg is Scandinavia's largest non-life insurance company, listed on Nasdaq Copenhagen with revenues exceeding DKK 40 billion. With 5.4 million customers and operations across Denmark, Norway, and Sweden, Tryg operates three distinct brands: Tryg Privat, Tryg Erhverv, and Tryghedsgruppen — each with its own visual identity and communication requirements.
Tryg was migrating from Adobe Campaign Classic to V8. The templates built for V8 were incompatible with Classic, risking a gap in campaign production. On top of that, existing templates lacked full cross-client optimisation — particularly for Outlook, critical for Tryg's corporate insurance communications.
With the European Accessibility Act deadline approaching, Tryg needed to bring all email marketing up to compliance standards. Their existing tools had no way to address this.
Beyond the migration, they needed to separate content creation from campaign operations — freeing specialists to focus on segmentation and strategy rather than email assembly.
Three brands live, zero downtime
Better Email rebuilt Tryg's templates to the updated design guidelines — with full EAA compliance and pixel-perfect rendering across all major email clients. When the new templates were ready, Tryg switched over with no downtime.
Live in 3 days
Better Email implemented Tryg's existing templates and had all three brands up and running in just three days — no downtime during the Adobe Campaign migration.
EAA compliance built in
Better Email developed a dedicated accessibility auditing tool, making Tryg one of the first insurers in Denmark with fully EAA-compliant email marketing.
Clear role separation
Campaign specialists focus entirely on segmentation and send strategy in Adobe Campaign, while the wider team handles content independently in Better Email's visual editor.
Custom segmentation
Segment-ready campaigns can be built end-to-end in Better Email before export to Adobe Campaign — no back-and-forth between tools.
Better Email completely changed how we work with email. Our campaign specialists can focus on strategy and segmentation, while the rest of the team handles content confidently. And we know every email is accessible and on-brand.
Sarah Logis Winblad
Customer Concept Manager (prev. CRM Manager), Tryg
Accessible, on-brand, and at scale
Today, Tryg operates independently day-to-day, partnering with Better Email for new module development as needs evolve.
554 campaigns — 3 brands, 12 months
A 13-person team producing across Tryg Privat, Tryg Erhverv, and Tryghedsgruppen — all on one platform with full EAA compliance.
Users, one platform
554 campaigns produced in 12 months by a 13-person team across three brands.
First Danish insurer compliant
Dedicated accessibility auditing tool built specifically for Tryg's compliance needs.
Outlook compatibility
Pixel-perfect rendering across all major email clients — critical for corporate communications.
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