Dreamforce | ExactTarget Marketing Cloud: Flexible Frameworks in Email Design
 

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.

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 Dreamforce | ExactTarget Marketing Cloud: Flexible Frameworks in Email Design Presentation Transcript

  • Flexible Frameworks A Springboard to Sophistication Anna Meier, ExactTarget, Senior Design Consultant David Rambo, ExactTarget, Technical Producer
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  • 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 go from here Q&A
  • 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.
  • Types of Frameworks
  • 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
  • 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 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
  • The Intermediate Framework Master PSD HTML Shell
  • 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
  • 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
  • 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
  • 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 FILE 1 0101 0 0 1010 1 1 0101 0 Import File(s) Data Extensions (Sendable & Relational) Email
  • 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
  • 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 Language Photoshop HTML FILE 1 0101 0 0 1010 1 1 0101 0 Import File(s) Data Extensions (Sendable & Relational) Email
  • Optimization Optimized for different devices
  • 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
  • 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
  • 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/
  • Don’t Forget Your Complimentary Copy of Email Marketing Rules by ExactTarget’s Principal of Marketing Research, Chad White @chadswhite
  • 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