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Mettez de l’ordre dans le chaos de votre production emailing grâce au design system

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Comment produire vite et à moindre coût un grand nombre et une grande variété d’email tout en garantissant un niveau d’engagement optimal des abonnés ? Comment faciliter la tâche de chaque acteur de la chaine de production emailing (rédacteur, graphiste, développeur html, chargé de campagne, prestataire externe) et leur permettre de collaborer plus efficacement ? En mettant en place un design system dédié au canal de l’emailing.

Published in: Design
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  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
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Mettez de l’ordre dans le chaos de votre production emailing grâce au design system

  1. 1. Mettez de l’ordre dans le chaos de votre production emailing grâce au Design System (étude de cas) Emmanuel Gérard Email designer Villaluna Atelier Dominique Davase Graphiste Web / Print MMA – groupe COVEA
  2. 2. Qui sommes-nous ?
  3. 3. Emmanuel Gérard email designer et formateur freelance @emg75www.email-designer.net
  4. 4. Dominique Davase Graphiste chez MMA mma.fr
  5. 5. 3,9 heures C’est le temps moyen passé par le service marketing à faire réviser leur emailing et à obtenir leur approbation. C'est plus de temps que celui qu'ils consacrent à la conception, au développement ou à tout autre composant de la production de courrier électronique. Litmus
  6. 6. De quoi va-t-on vous parler ?
  7. 7. Comment produire vite et à moindre coût un grand nombre et une grande variété d’email tout en garantissant un haut niveau de qualité et un engagement optimal des abonnés ?
  8. 8. Comment faciliter la tâche de chaque acteur de la chaîne de création (rédacteur, graphiste, développeur html, chargé de campagne, prestataire externe) et leur permettre de collaborer plus efficacement ?
  9. 9. Grâce à la mise en place d’un design system dédié au canal de l’emailing
  10. 10. Qu’est ce qu’un design system ?
  11. 11. Un système de conception est un ensemble de composants réutilisables, guidés par des normes claires, qui peuvent être assemblés pour créer un nombre infini d'applications. https://www.invisionapp.com/blog/guide-to-design-systems/
  12. 12. De nombreuses entreprises l’ont déjà adoptés pour rationnaliser la création de leurs produits digitaux (site web, appli mobile, etc.) et garantir une expérience utilisateur consistante.
  13. 13. Les design system s’appuient sur une nouvelle méthodologie de conception des produits digitaux : l’atomic design
  14. 14. Comment mettre en place un design system pour le canal de l’emailing ?
  15. 15. Étude de cas : mise en place d’un email design system pour le service marketing de MMA (groupe Covea)
  16. 16. La MMA en quelques mots
  17. 17. Marketing Direct 3 000 000 fiches clients 2 500 000 Particuliers 500 000 Pros-Entreprises 1 400 000 de Prospects (Managers, Artisan/commercant, homme de réseau.)
  18. 18. Stratégie - Développer le Pro et Entreprise - Dynamiser (pérenniser) le marché des Particuliers
  19. 19. Pour développer la stratégie d’Entreprise : - Des emails orientés Business au moment des Campagnes - Des emails orientés Relationnels (pour entretenir une bonne relation entre le client/Agent) - Newsletters destinées aux Pros / Part.
  20. 20. Pour initier un sujet, nous partons du postulat qu’il faut être INTÉRESSANT avant d’être INTERESSÉ (Inbound marketing est la stratégie qui vise à attirer ses clients, au lieu de les solliciter). Donc via les CTA, nous les embarquons vers : - « un livre blanc » (via une landing page) - Vers MMA.FR - Vers l’agent
  21. 21. Organisation de l’équipe en charge de la création des emailings
  22. 22. - 1 responsable marketing - 8 chargés de communication (rédacteurs) - 3 infographistes - 3 chargés de routage (routage, stats)
  23. 23. En 2016, L’intégration html est externalisée auprès de différents prestataires externes
  24. 24. Un template graphique et html est développé en externe pour chaque type de besoin
  25. 25. Conséquences
  26. 26. - Coût et temps de production élevé - Manque de cohérence et de consistance utilisateur - Manque de flexibilité - Difficulté à faire évoluer les templates dans le temps
  27. 27. Quels sont les étapes pour mettre en place un design system pour le canal de l’emailing ?
  28. 28. 1. Analyse de l’existant et des besoins 2. Conception fonctionnelle et graphique 3. Intégration html 4. Documentation et mise en ligne
  29. 29. 1. Analyse de l’existant et inventaire les besoins
  30. 30. Analyse de 15 emails représentatif des productions de la MMA (ergonomie, design visuel, intégration html)
  31. 31. - Repérer les points forts et les points faibles - Identifier le FIX et le FLEX
  32. 32. Inventaire des besoins
  33. 33. Mise en place d’atelier de travail interview de chaque acteur de la chaîne de production (rédacteur, graphiste, chargé de routage, etc.)
  34. 34. 2. Conception fonctionnelle et graphique
  35. 35. Conception fonctionnelle (wireframe)
  36. 36. Conception graphique
  37. 37. Déclinaison de la charte graphique print et digital
  38. 38. En prenant en compte les spécificités de l’emailing
  39. 39. 3. Intégration html
  40. 40. Normaliser le codage html des différents modules
  41. 41. - Doctype html et reset css unique - Code développé dans une logique modulaire - Test de rendu exhaustif de chaque module - Prise en compte des contraintes du routeur (Adobe Campaign)
  42. 42. 4. Documentation de l’email system et mise en ligne
  43. 43. Création d’un site extranet dédié (Wordpress) charte-emailing.mma
  44. 44. 5. Appropriation et vie du design system
  45. 45. Résultats
  46. 46. - Réduction des coûts
  47. 47. - Réduction des « rejets » au niveau du routeur
  48. 48. +de liberté et d’agilité rédactionnel dans la construction des messages (Content First !)
  49. 49. Evolutivité et maintenabilité des différents modules
  50. 50. Amélioration de l’expérience utilisateur (ergonomie, cohérence et consistance)

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