Flexible Frameworks
A Springboard to Sophistication
Anna Meier, ExactTarget, Senior Design Consultant
David Rambo, ExactTa...
Safe harbor
Safe harbor statement under the Private Securities Litigation Reform Act of 1995:
This presentation may contai...
Anna Meier
Senior Design Consultant, ExactTarget
@anna_meier

David Rambo
Technical Producer, ExactTarget
@ExactRambo
The key to success isn't sending more email;
it's being smarter about the email you send.
- Jeanne Jennings, ClickZ
Agenda
Fundamentals of a Framework
Definition, Types, Components & Benefits
Success Stories
Gannett
Bose Europe
Where to g...
What is a Flexible Framework?
A flexible framework is a standardized approach to designing
and building email that creates...
Types of Frameworks
The Basic Framework
IMAGES

Copy

Images

AREA

Content Areas

TEMPLATE

Template

EMAIL

Email

INPUTS:

Copy, Images, ET...
The Basic Framework
Templates
Saved Content Areas
The Intermediate Framework
IMAGES

PSD

HTML

EMAIL

1 0101 0
0 1010 1
1 0101 0

Copy

Images

Photoshop

HTML

Email

INP...
The Intermediate Framework
Master PSD

HTML Shell
The Intermediate Framework
Email Style Guide

UI Pattern Library

Photoshop, for mockups

HTML/CSS, for coding
Elements in...
AREA

The Complex Framework
Content Areas
IMAGES

PSD

HTML

EMAIL

1 0101 0
0 1010 1
1 0101 0

Copy

Images

Photoshop

H...
Components for Efficiency
CONTENT:

Copy, Images, Links

DESIGN:

Master PSD, Email Style Guide

CODING:

HTML Shell, UI P...
Gannett Success Story
78 Brands Across Gannett…
One-Off Solutions for Typical Acquisition Efforts
Challenge: Single-Copy Sales Effort Supporting
All Gannett Brands

78
BRANDS

x5
Holiday
Events
in 2013
Created a
variable email
within the
enterprise
account
Pulls two data
extensions
1st data by
creative
*Uploaded by Gannett via a basic spreadsheet
2nd data by
publication
* “PUBBRAND” included in the data, tied to each customer
Confirming fields
are pulling with
Send Preview
Easter Send

v
Mother’s Day Send

v
Back to School Send

v
Gannett Framework

IMAGES

PSD

HTML

EMAIL

1 0101 0
0 1010 1
1 0101 0

Event
Copy

Images by
Brand

Photoshop

HTML

FIL...
Results for Gannett
Design time saved: 312 hours – 39 days
4 hours of design per email x 78 emails
Determining if email bo...
Bose Europe Success Story
50 campaigns / year
8 triggered sends
16 markets
10 languages
130 MD/Y to localize
Content from data extensions
Images hosted at CDN solution
Fixed content blocks
Bose Success Story - Results

50

%

PRODUCTION TIME

41

%

EFFICIENCY
Bose Europe Framework
AREA

Content Areas
IMAGES

PSD

HTML

EMAIL

1 0101 0
0 1010 1
1 0101 0

Translated
Copy

Images by...
Optimization

Optimized for different devices
Benefits of Flexible Frameworks
Brand Sophistication
Consistent Brand Elements = Subscriber Trust

Process Efficiency
Init...
Where to go from here
§  Talk with your team about
their current challenges
§  Identify goals for framework
§  Analyze ...
Anna Meier

David Rambo

Senior Design Consultant
ameier@exacttarget.com
@anna_meier

Technical Producer
drambo@exacttarge...
Don’t Forget Your
Complimentary Copy
of Email Marketing
Rules by
ExactTarget’s
Principal of Marketing
Research, Chad White...
We want to hear
from YOU!
Please take a moment to complete our
session survey
Surveys can be found in the “My Agenda”
port...
Dreamforce | ExactTarget Marketing Cloud: Flexible Frameworks in Email Design
Dreamforce | ExactTarget Marketing Cloud: Flexible Frameworks in Email Design
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Dreamforce | ExactTarget Marketing Cloud: Flexible Frameworks in Email Design

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A flexible framework is a standardized approach to designing and building email that creates both consistency and flexibility for your designers, developers & subscribers.

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Dreamforce | ExactTarget Marketing Cloud: Flexible Frameworks in Email Design

  1. 1. Flexible Frameworks A Springboard to Sophistication Anna Meier, ExactTarget, Senior Design Consultant David Rambo, ExactTarget, Technical Producer
  2. 2. Safe harbor Safe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of product or service availability, subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services. The risks and uncertainties referred to above include – but are not limited to – risks associated with developing and delivering new functionality for our service, new products and services, our new business model, our past operating losses, possible fluctuations in our operating results and rate of growth, interruptions or delays in our Web hosting, breach of our security measures, the outcome of any litigation, risks associated with completed and any possible mergers and acquisitions, the immature market in which we operate, our relatively limited operating history, our ability to expand, retain, and motivate our employees and manage our growth, new releases of our service and successful customer deployment, our limited history reselling non-salesforce.com products, and utilization and selling to larger enterprise customers. Further information on potential factors that could affect the financial results of salesforce.com, inc. is included in our annual report on Form 10-K for the most recent fiscal year and in our quarterly report on Form 10-Q for the most recent fiscal quarter. These documents and others containing important disclosures are available on the SEC Filings section of the Investor Information section of our Web site. Any unreleased services or features referenced in this or other presentations, press releases or public statements are not currently available and may not be delivered on time or at all. Customers who purchase our services should make the purchase decisions based upon features that are currently available. Salesforce.com, inc. assumes no obligation and does not intend to update these forward-looking statements.
  3. 3. Anna Meier Senior Design Consultant, ExactTarget @anna_meier David Rambo Technical Producer, ExactTarget @ExactRambo
  4. 4. The key to success isn't sending more email; it's being smarter about the email you send. - Jeanne Jennings, ClickZ
  5. 5. Agenda Fundamentals of a Framework Definition, Types, Components & Benefits Success Stories Gannett Bose Europe Where to go from here Q&A
  6. 6. What is a Flexible Framework? A flexible framework is a standardized approach to designing and building email that creates both consistency and flexibility for your designers, developers & subscribers.
  7. 7. Types of Frameworks
  8. 8. The Basic Framework IMAGES Copy Images AREA Content Areas TEMPLATE Template EMAIL Email INPUTS: Copy, Images, ET Template, Saved Content Areas GREAT FOR: Non-Technical Email Teams, Last-Minute Emails PREREQUISITES: Initial Template Design
  9. 9. The Basic Framework Templates Saved Content Areas
  10. 10. The Intermediate Framework IMAGES PSD HTML EMAIL 1 0101 0 0 1010 1 1 0101 0 Copy Images Photoshop HTML Email INPUTS: Copy, Images, Master PSD, HTML Shell GREAT FOR: Everyday Sends, Design & Technical Teams PREREQUISITES: Initial Master PSD, HTML Shell, Email Style Guide & UI Pattern Library
  11. 11. The Intermediate Framework Master PSD HTML Shell
  12. 12. The Intermediate Framework Email Style Guide UI Pattern Library Photoshop, for mockups HTML/CSS, for coding Elements included: Headlines Body copy Buttons Links Icons Bullets Callouts Image styling borders Footers
  13. 13. AREA The Complex Framework Content Areas IMAGES PSD HTML EMAIL 1 0101 0 0 1010 1 1 0101 0 Copy Images Photoshop HTML Email FILE 1 0101 0 0 1010 1 1 0101 0 Import File(s) Data Extension(s) INPUTS: Copy, Images, Master PSD, HTML Shell, Data GREAT FOR: Transactional & Lifecycle Emails, Multiple Languages/Brands, Dynamic Content REQUIREMENTS: AMPScript/SQL
  14. 14. Components for Efficiency CONTENT: Copy, Images, Links DESIGN: Master PSD, Email Style Guide CODING: HTML Shell, UI Pattern Library, ET Template, Saved Content Areas AUTOMATION: Data Extensions, Recurring Programs IMAGES PSD HTML 1 0101 0 0 1010 1 1 0101 0 AREA FILE 1 0101 0 0 1010 1 1 0101 0
  15. 15. Gannett Success Story
  16. 16. 78 Brands Across Gannett…
  17. 17. One-Off Solutions for Typical Acquisition Efforts
  18. 18. Challenge: Single-Copy Sales Effort Supporting All Gannett Brands 78 BRANDS x5 Holiday Events in 2013
  19. 19. Created a variable email within the enterprise account
  20. 20. Pulls two data extensions 1st data by creative
  21. 21. *Uploaded by Gannett via a basic spreadsheet
  22. 22. 2nd data by publication
  23. 23. * “PUBBRAND” included in the data, tied to each customer
  24. 24. Confirming fields are pulling with Send Preview
  25. 25. Easter Send v
  26. 26. Mother’s Day Send v
  27. 27. Back to School Send v
  28. 28. Gannett Framework IMAGES PSD HTML EMAIL 1 0101 0 0 1010 1 1 0101 0 Event Copy Images by Brand Photoshop HTML FILE 1 0101 0 0 1010 1 1 0101 0 Import File(s) Data Extensions (Sendable & Relational) Email
  29. 29. Results for Gannett Design time saved: 312 hours – 39 days 4 hours of design per email x 78 emails Determining if email boosted single copy sales *Outside factors: weather, news stories, etc. Cincinnati reported a week-over-week increase of single copy sales of 11,480 on 7/28/13 Future goals: variable more components i.e. header images, content based on customer data
  30. 30. Bose Europe Success Story
  31. 31. 50 campaigns / year 8 triggered sends
  32. 32. 16 markets 10 languages 130 MD/Y to localize
  33. 33. Content from data extensions
  34. 34. Images hosted at CDN solution
  35. 35. Fixed content blocks
  36. 36. Bose Success Story - Results 50 % PRODUCTION TIME 41 % EFFICIENCY
  37. 37. Bose Europe Framework AREA Content Areas IMAGES PSD HTML EMAIL 1 0101 0 0 1010 1 1 0101 0 Translated Copy Images by Language Photoshop HTML FILE 1 0101 0 0 1010 1 1 0101 0 Import File(s) Data Extensions (Sendable & Relational) Email
  38. 38. Optimization Optimized for different devices
  39. 39. Benefits of Flexible Frameworks Brand Sophistication Consistent Brand Elements = Subscriber Trust Process Efficiency Initial Implementation of Framework = Future Time Savings Campaign Performance Standard Engagement Techniques = Increased Clicks Framework for Evolution
  40. 40. Where to go from here §  Talk with your team about their current challenges §  Identify goals for framework §  Analyze current state of creative, content, data & process §  Determine requirements & inputs for framework §  Begin content planning & wireframing
  41. 41. Anna Meier David Rambo Senior Design Consultant ameier@exacttarget.com @anna_meier Technical Producer drambo@exacttarget.com @ExactRambo Resources / downloads at: pages.exacttarget.com/ETDesign help.exacttarget.com/
  42. 42. Don’t Forget Your Complimentary Copy of Email Marketing Rules by ExactTarget’s Principal of Marketing Research, Chad White @chadswhite
  43. 43. We want to hear from YOU! Please take a moment to complete our session survey Surveys can be found in the “My Agenda” portion of the Dreamforce app
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