FLG Saves ±1 Hour Per Template and Gives Customers Professional Email Design with Topol Plugin
FLG, a lead conversion CRM for small and medium B2C sales teams, wanted to give their customers an even better way to build professional, on-brand emails quickly, with cleaner rendering and fewer deliverability hiccups than their original built-in editor allowed.
After evaluating six popular email editors, they chose Topol Plugin for its feature fit, its balance between security and cost, and its responsive support.
Executive Summary
Key Outcomes:
FLG employees save ±1 hour per email template
FLG customers now build professional, on-brand emails entirely on their own
Emails land in the inbox and render correctly everywhere
Solution:
Smooth integration backed by clear documentation
Reusable, savable blocks mean new templates don’t need to be built from scratch
A library of pre-built templates, so customers start from something ready-made
Template variables with conditional formatting for personalised content driven by customer data
Clean HTML output with multi-device preview and testing, giving reliable rendering across email clients and removing manual QA
Self-hosted storage option that keeps customer data in FLG's own infrastructure, meeting their security requirements
Fast support, including implementation of new features on request
All told, we're saving roughly an hour per template created.
— Karen Barker, Product Lead at FLG
Full Case Study
FLG is a lead conversion CRM built for small and medium B2C sales teams, helping them convert more leads without the cost of enterprise CRM platforms.
Email is central to FLG, with automated sequences, transactional notifications, and marketing sends all running through it. A capable email template editor is therefore a critical component - both for FLG's customers, who build branded emails inside the platform, and for FLG's own marketing team, who use the platform for the company's campaigns.
The Challenge: Taking Email Design From Good to Great
Before Topol, FLG's platform came with a built-in WYSIWYG email editor. It handled simple formatting well, but customers who wanted a more polished, professional look often found it harder to use and slower to deliver what they needed.
It also didn’t output clean HTML, which caused deliverability hiccups and rendering issues, and it didn’t support savable, reusable sections, which meant that every new template had to be built from scratch.
As a result, customers aiming for the most polished, professional emails would sometimes need to bring in a third party or an HTML email expert to build templates they could then import into the editor. FLG saw an opportunity to eliminate this extra step.
FLG wanted to give customers a straightforward way to build professional, on-brand emails quickly and independently, with clean, reliable rendering built in from the start.
The Solution: All Key Features, Security on FLG's Terms, and Support that Delivers
FLG ran a proper comparison of six popular email editors on features, security, and cost. Topol Plugin won on all of these.
Its pre-made, savable header and footer blocks, as well as a whole library of pre-built email templates, directly solved the problem of building every email from scratch. Also important were Topol’s template variables and conditional formatting, as well as its multi-device preview and testing.
Crucially, FLG needed customer data to reside in their own infrastructure, which Topol supports on the Business plan, without requiring an enterprise-tier subscription.
Integration was smooth for FLG's developers thanks to Topol's comprehensive documentation. The one area that took some working through was configuring Topol to use FLG's own storage rather than the default, but Topol's team was attentive and knowledgeable.
“Topol support is first-class. They respond quickly, and so far, every piece of feedback or feature idea we've raised on behalf of our customers has actually been built by their engineering team.”
— Karen Barker, Product Lead at FLG
Features implemented for FLG include the ability to paste images directly instead of uploading them, the option to hide the content pane, and the ability to pin the toolbar in place.
The Outcomes: Pro Design Capability for Customers, and an Hour per Template Saved for FLG
With Topol embedded, FLG customers now build professional, on-brand emails entirely on their own, with clean, reliable rendering built in. And they do it faster and more consistently thanks to reusable blocks.
FLG also uses the editor for their own marketing emails, and the time savings are tangible. Saved blocks alone remove 5–10 minutes of copying, pasting, and correcting HTML per email; dragging in image and video blocks saves another 10–15 minutes when needed; and because Topol's HTML is clean and renders consistently, testing the display of templates across multiple email clients before each send is no longer necessary.
“All told, we're saving roughly an hour per template created.”
— Karen Barker, Product Lead at FLG
Looking ahead, the FLG team intends to explore Topol's new landing page builder, which is in beta at the time of publication.
Sign Up for a Free Trial of Topol Plugin today.