Client
MS Australia
Services
Salesforce Marketing Cloud
For more than 60 years, MS has been a trusted source of information, advice, and support for people affected by multiple sclerosis and other neurological conditions. Their expertise and commitment help thousands live well, even through challenging times. As the digital world changes how communities connect, MS knows clear, accessible communication is more important than ever. Email is one of their key channels, keeping members and families up to date with news, resources, and support. Every message needs to reflect the care and quality MS is known for.
The Opportunity
The pace of digital change has raised expectations for communication. Audiences now expect emails to look great, work on any device, and be easy for everyone to use. MS saw an opportunity to move beyond basic updates and bring their emails in line with modern best practice and accessibility standards. By modernising their approach, they wanted to improve user experience, safeguard compliance, and strengthen trust in their community. The goal was to make sure every message, whether it’s a health update, fundraising call, or event invitation, lands with clarity and impact.
How Xenai Helped
Xenai Digital worked closely with the MS team to review their current emails and identify where things could be improved. Together, we ran collaborative workshops to map out all the types of messages MS sends, from health updates and newsletters to fundraising appeals and event invitations.
We designed and built a flexible, mobile-friendly email template system that works on all major devices and email clients. Special care was taken with colour contrasts, calls to action, and image optimisation so everyone can engage with the content, no matter how they access it. The system makes it easy for MS staff to customise each message while keeping a consistent, professional look and feel.
Every aspect of the template was designed for compliance and accessibility. It meets GDPR, anti-spam laws, and WCAG standards so every message is safe, inclusive, and up to date. We also trained the MS team, giving them the tools and knowledge to manage their email marketing confidently in-house, from personalising content to measuring results and staying compliant.
The Results
Since rolling out the new email templates, MS has seen immediate improvements. Open and click-through rates are up, with more people reading and engaging with emails on different devices. The flexible system has saved staff time, letting them focus on sharing timely, relevant information with the community. Most importantly, feedback from members and supporters has been positive, with people noticing a real lift in both the look and clarity of communications. MS is now even better placed to deliver the essential support and resources that so many rely on.
How the Change Worked for the Team
For the MS team, this transformation is about more than just numbers. Day-to-day work is simpler and less stressful, allowing staff to focus on what matters most: supporting people living with MS. The confidence that comes from knowing every message is accessible, compliant, and easy to use has boosted team pride. Most of all, the stronger connection with their community reaffirms MS’s commitment to being there, wherever and whenever they are needed.
Ready to Modernise Your Communications?
If your organisation is looking to improve its digital communications and connect with your community in more impactful ways, Xenai Digital can help. Get in touch to find out how our tailored solutions can help you stay compliant, save time, and make every message count.