Case Study: Email Content Management System

Iterative Agile Development for Rapid Project Launch

The transition from a cumbersome, hand-built Excel spreadsheet system to a sophisticated, templated email publishing system was achieved through an iterative Agile development process. This method was chosen to ensure that the project could be launched on a tight schedule while maintaining high standards of quality and functionality. The client, a Fortune 100 health insurance company, required a robust solution to manage complex custom mailings to over 10 million members, leveraging their existing Salesforce relationship for email marketing.

The Agile methodology allowed for flexibility and continuous improvement throughout the development cycle. The project was divided into manageable sprints, each lasting two to four weeks. During each sprint, specific features were developed, tested, and reviewed, ensuring that the team could adapt to feedback and changing requirements promptly. This iterative approach facilitated a seamless migration from the unmaintainable Excel system to a scalable and efficient email publishing platform.

Sprint Planning and Execution

In the initial sprint, the development team focused on understanding the existing Excel-based system and identifying the key pain points. This included mapping out the current workflow, data structures, and the specific needs of the content production team. The goal was to ensure that the new system would not only replicate the existing functionality but also introduce enhancements to streamline the email creation process.

Subsequent sprints were dedicated to building the core components of the system. Utilizing proven Microsoft technologies such as ASP.NET MVC for the application layer and Azure SQL Server for the database, the team ensured that the solution was both robust and scalable. Hosting the application on the Microsoft Azure cloud platform provided the necessary infrastructure to handle large volumes of data and email traffic efficiently.

Continuous Integration and Testing

A key aspect of the Agile process was the emphasis on continuous integration and testing. Automated testing frameworks were implemented to ensure that each new feature or modification did not introduce bugs or regressions. This practice significantly reduced the risk of errors and ensured that the system remained stable throughout the development cycle.

The team also conducted regular code reviews and sprint retrospectives to identify areas for improvement. These sessions were invaluable for maintaining high coding standards and fostering a culture of continuous learning and adaptation. By involving stakeholders in sprint reviews, the team ensured that the development stayed aligned with business goals and user needs.

Leveraging Salesforce Integration

One of the critical requirements was to leverage the company's existing Salesforce relationship for email marketing. The team developed custom integrations to allow seamless data exchange between the email publishing system and Salesforce. This integration enabled the use of subscriber attributes and segmentation parameters directly from Salesforce, ensuring that emails could be targeted accurately and effectively.

Deployment and Training

As the project neared completion, the focus shifted to deployment and training. The system was deployed on the Microsoft Azure platform, ensuring high availability and scalability. The team provided comprehensive training sessions for the content production team, ensuring they could quickly assemble and send targeted emails using the new system. Detailed documentation and user guides were also created to support ongoing use and maintenance.

Conclusion

The successful transition from a hand-built Excel system to a sophisticated email publishing platform was a testament to the power of the iterative Agile development process. By breaking the project into manageable sprints, emphasizing continuous integration and testing, and leveraging proven technologies and integrations, the team delivered a robust solution on a tight timeline. This new system empowered the health insurance company to efficiently manage and execute complex email marketing campaigns, enhancing their ability to communicate effectively with over 10 million members.