Case study: How JSTN Consulting cut email production time by 80% with Stripo’s modular design
Summarize
Speed and efficiency are critical in lifecycle marketing, where teams often manage campaigns sent to millions of recipients. That’s why we at Stripo ask our clients how our editor impacts their workflows and which features make the biggest difference in daily production.
Justin Williames, Fractional Lifecycle Marketing Consultant and founder of JSTN Consulting, shared how Stripo’s modular design system transformed their email production. By replacing rigid, costly tools with a flexible, collaborative approach, they cut email build times by 80%, improved consistency across campaigns, and freed teams to focus on strategic growth.
Expert
About the company
JSTN Consulting, founded by Justin Williames, a Fractional Lifecycle Marketing Consultant, specializes in helping startups and small-to-medium businesses scale their lifecycle marketing automation. They bring a balance of strategy and hands-on execution, supporting clients in building effective, scalable processes that drive growth.
They draw on extensive experience from working with fast-growing, billion-dollar startups such as Deliveroo, Depop, and The Trainline. Used to managing campaigns for audiences in the millions — sometimes more than 10 million — JSTN Consulting relies on efficient tools such as Stripo to deliver consistent, high-quality communication at scale.
Challenge: Why JSTN Consulting needs an email template editor with a modular system
At JSTN Consulting, email marketing plays a central role in driving engagement and growth for clients. From lifecycle campaigns to product updates and surveys, email is often the main channel connecting businesses with millions of subscribers. For that reason, they needed a process that was both flexible and scalable, allowing teams to move quickly while maintaining brand consistency.
Before using Stripo, however, the email production process was often slow and restrictive. In earlier roles, emails had to be designed in Photoshop and then converted into HTML by freelancers, which created delays and bottlenecks.
Later, JSTN Consulting worked with one of Stripo’s major competitors, but that tool was rigid and expensive. Every new module required development work and could take weeks to be delivered, limiting creativity and experimentation. The lack of a true modular system meant even simple tasks, such as sending a survey, became unnecessarily complex for product and research teams.
Costs were also a barrier — the competitor platform was nearly 30 times more expensive than Stripo annually, making it unsustainable for lean organizations. These challenges highlighted the need for a more flexible, affordable, and collaborative solution.
Solution: Modular email design with Stripo
JSTN Consulting’s move toward modular email design came from both experience and necessity. Earlier in his career, Justin had worked with modular systems and found them to be an incredibly effective way of managing campaigns.
Over time, he also used internal drag-n-drop builders in platforms such Braze and Iterable, but those felt more like rigid templates than true modular systems. Templates often force every campaign into the same structure — a header image, a headline, body copy, and a CTA — which makes every email look more or less the same. In contrast, a modular system gives marketers a full suite of options they can combine depending on the message they need to send.
For example, during a product launch, JSTN Consulting might build a strong hero header with copy and a clear CTA, then extend the message with three or four smaller submodules underneath. In other cases, they could drop in modules designed for specific purposes, such as video links, coupon codes, or additional content. This “mix and match” approach works like putting puzzle pieces together, allowing emails to feel unique and relevant while still remaining true to a consistent design system.
Consistency itself is critical: it builds trust with an audience by ensuring key elements such as login buttons, CTAs, and footers are always in the same place. That familiarity creates recognition while also making workflows faster and less error-prone. In practice, this setup enables JSTN Consulting to assemble a fully branded email in about 10 minutes without requiring advanced HTML knowledge.
Stripo became the foundation for this modular approach. The platform itself proved to be robust and user-friendly, with a smooth interface and reliable live-chat support. In cases where challenges arose, partner agencies that JSTN Consulting collaborated with had strong ties to Stripo and could work through limitations quickly.
The Stripo team was also highly responsive and open to feedback. For example, they worked directly with JSTN Consulting to implement single sign-on, making Stripo a seamless part of enterprise stacks.
Another key advantage was how naturally Stripo integrated with the rest of the ecosystem. Its connections with platforms such as Braze and Iterable made it feel like a native tool rather than a bolt-on addition. Having ready-to-use modules in Stripo that could then be customized for specific campaigns gave JSTN Consulting both flexibility and speed. Finally, cost was a decisive factor. Unlike competitors that charged high fees while serving relatively small customer bases, Stripo’s volume-driven pricing model offered an affordable solution that was easy to justify to stakeholders. For JSTN Consulting, Stripo delivered the perfect balance of modular flexibility, enterprise-ready features, and financial accessibility.
Working with Stripo: How the workflow changed
The adoption of Stripo’s drag-n-drop modular approach completely reshaped JSTN Consulting’s email production process. What was once slow and resource-heavy became fast, collaborative, and scalable. Here’s how the workflow was set up and how it works today.
1. From design to live email in minutes
- the process begins in Figma, where designers from brand, product marketing, UX, or any other team can create email designs;
- once a design is ready, the image assets can be quickly exported and matched with the corresponding modules already built in HTML;
- within about 10 minutes, the design is converted into a live, ready-to-send email.
(Source: Email by JSTN Consulting)
2. Upskilling teams and reducing dependency
One of the biggest benefits of Stripo was its accessibility. With a modular design in place, anyone could create emails, not just technical marketers. Justin upskilled people across:
- customer support;
- product;
- user research;
- CRM.
This shift freed the CRM and growth teams to focus on strategic initiatives instead of routine requests such as surveys. It also gave stakeholders a greater sense of ownership — they could log directly into Braze, assemble branded designs via Stripo, and send emails without waiting on HTML developers or external support.
Even after Justin ended his collaboration with a company, the foundations remained strong. Thanks to Stripo, businesses could continue building and sending consistent, on-brand emails. For small business owners, founders, or lean marketing teams, this meant producing professional campaigns quickly and easily.
3. Collaboration made easy
Stripo also simplified the way JSTN Consulting worked with partner agencies and internal teams. Many of the agencies they collaborated with were already using Stripo alongside Braze, so getting started was straightforward.
With Stripo, agencies could take a Figma file and turn it into a fully built email within a couple of days. Fixing typos or ironing out rendering issues no longer required back-and-forth — everything could be done directly on the platform. The folder structure and built-in image hosting kept projects organized, with all assets in one place, and removed the extra step of uploading images into Braze just to generate hosting links.
Most importantly, Stripo became the central workspace for email production. Every campaign lived there — built, tested, and stored — so anyone involved could easily find the latest version, make updates, or reuse modules without creating duplicates or losing track.
4. The modules that mattered most
Among Stripo’s features, the option to customize modules for mobile and desktop stood out. Competing platforms often lacked this flexibility, but with Stripo, tailoring the experience by device was simple.
This flexibility made a huge difference to the creative layout and ensured that emails not only looked polished but were optimized for the device where most audiences engage — mobile.
(Source: Email by JSTN Consulting)
Results and impact
Adopting Stripo’s modular design system delivered measurable improvements across speed, efficiency, quality, and strategic focus. The shift not only streamlined email production but also improved collaboration, brand consistency, and stakeholder confidence.
1. Dramatic time savings
Lifecycle automations with 5-6 emails and multiple audience variants, which previously took a week to build, could now be completed in a single day once Figma designs were ready, so we saved 80% of the time required for email production. On a smaller scale, a single designed email could be turned into a live, branded HTML email in about 10 minutes.
These time savings added up across campaigns, allowing more emails to be shipped without relying on one person.
2. Improved quality and reliability
Since modules were pre-tested for HTML rendering and deliverability, the QA burden was reduced. The risk of human error dropped significantly, giving teams greater confidence in every send. Emails were more reliable from the start, leading to smoother launches and fewer fixes.
3. Consistency and brand compliance
Every module was built on the design system, ensuring logos, custom fonts, brand colors, and CTAs were always aligned. Audiences could rely on a familiar structure: login buttons, CTAs, and footers were always in the same place.
Built-in elements such as unsubscribe links, legal text, and app download icons displayed properly across devices, reducing risk and compliance issues. Stakeholders gained confidence that every email met brand standards without requiring constant oversight from design or marketing.
4. Increased output and stakeholder empowerment
With Stripo, stakeholders could self-serve and create their own campaigns, further increasing output. The modular system meant that even non-technical teams could build branded emails quickly, reducing bottlenecks.
5. Strategic focus for the marketing team
By freeing up time from manual execution, JSTN Consulting and its teams could focus on scaling lifecycle programs, understanding customer needs, and driving growth initiatives. Smaller, one-off requests — such as research surveys or customer insights projects — could be handled by other departments without draining CRM resources.
The result was a marketing function that could operate more strategically while still enabling the wider organization to use email effectively.
Wrapping up
JSTN Consulting’s experience shows how the right tools can transform email production. By moving to Stripo, they gained the flexibility, speed, and affordability that previous platforms lacked. What was once a slow and restrictive process became efficient and scalable, enabling teams to create branded emails independently and keep up with fast-moving business needs.