ETB - Template Build Process

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MARKETO MASTER EMAIL TEMPLATES
BUILD PROCESS OVERVIEW

2. INTRODUCTION
What is an Email Template?
An email template is a reusable collection of sections or
blocks than can be assembled to create multiple single
emails from the one master.
Using the housing analogy, it’s like a collection of prebuilt
rooms (bedroom, kitchen, garage), which can be assembled
to create a final house.
Using an email template in Marketo allows you to produce
emails faster, since the underlying code is already written.
Instead of having to rewrite an entire email from scratch for
every send, you can simply add copy, images, and links to
an existing template before testing and sending it.

3. INTRODUCTION
What is a Master Email Template?
A master email template, is a email template where
the reusable collection of sections or blocks is very
large.
While a email template might have 3-6 sections, a
master template has at least 15, but could be up to
40.
With 15 sections, you can create around 3000
unique layouts (wireframes), whereas with 3-6, you
could only create 20.
With 40 sections, you can create around 3M unique
layouts and every email created would be on-brand.

4. BUILD PROCESS
What is a Wireframe?
A wireframe for a master email template is like a blueprint
for a house. You can’t build the house without a plan of
what is required.
The wireframe broadly outlines the required sections
required for landing page, but is not visually accurate.
Creating a template wireframe, like this example, can help
you visualize the arrangement of elements on the page
before you create it.
SIMPLE EMAIL

5. BUILD PROCESS
What is a Design?
A design of a master email template is like an artist’s
rendition of a house. It’s not the built house, but it
captures accurately what the house will look like once it’s
built.
The design is the final visual look and feel of the landing
page. It is captured in a graphics format such as PSD
There are two types of design, a desktop design and a
mobile design. These are variations based on the space
available – consider a one bedroom vs 2 bedroom house,
they are the same style but different layout.

6. BUILD PROCESS
What is HTML code?
The HTML code of a master email template is like the
bricks & mortar of the house, it’s the physical and
final product you can interact with.
The HTML code is what is displayed in a visitor’s
browser when they visit the landing page.
Depending on the size of the browser/device, either
the desktop or mobile version of the code will be
displayed to the visitor.

7. Build Process
How Master Email Templates Are Built

8. EXAMPLE PROCESS
Master Template Build Process
Briefing
Wireframe
Design
Mobile Design
Approvals
Coding
QA
Launch
Concept

9. 9
Marketo Email Template
TIMELINE
▌ Identify strategy and
requirements for day-to-day
emails and special emails
▌ Define the wireframe based
on the agreed upon
requirements and strategy
▌ Apply brand guidelines and
requirements to create
desktop and mobile designs
▌ Create Email HTML
▌ Email HTML testing and
quality assurance across
popular/agreed upon
email clients
▌ Marketo template testing
DISCOVERY
01
DESIGN
02
BUILD & QA/TEST
03
▌ Handover
▌ Documentation
GO LIVE
04
▌ N/A
N/A
05
▌ N/A
N/A
06

10. 10
ETB Master Email Template
TIMELINE
▌ Identify strategy and
requirements for day-to-day
emails and special emails
▌ Define the wireframe based
on the agreed upon
requirements and strategy
▌ Apply brand guidelines and
requirements to create
desktop and mobile designs
▌ Create Email HTML
▌ Email HTML testing and
quality assurance across
popular/agreed upon
email clients
▌ ETB testing
▌ Integration configuration
and testing
DISCOVERY
01
DESIGN
02
BUILD & QA/TEST
03
▌ ETB User Creation and
production provisioning
▌ ETB User Training
▌ ETB How to
documentation and
colour pickers
information
GO LIVE
04
▌ N/A
N/A
05
▌ N/A
N/A
06
2-3 business days depends on client 7-12 business days depends on client 15 business days on Hoosh Launch!
4 weeks

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