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Transform Your Email Strategy With Design Leadership

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When a company embraces good design it permeates not only the product but the entire customer and subscriber experience. However, in organizations big and small, how email and email design affects these experiences is often an afterthought. This talk will provide email designers with actionable ideas and best practices to step up and use design leadership to create better emails, amplify their influence with their colleagues, and have an impact across the broader organization.

Published in: Design
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Transform Your Email Strategy With Design Leadership

  1. 1. Transform Your Email Strategy With Design Leadership Andrea Mignolo | @pnts TEDC16
  2. 2. @pnts
  3. 3. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  4. 4. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive interface | interaction | product
  5. 5. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  6. 6. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  7. 7. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive -10=
  8. 8. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  9. 9. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive We’re BFFs
  10. 10. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  11. 11. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  12. 12. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E
  13. 13. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP
  14. 14. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E clear clear obfuscated obfuscated MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP passive-aggressive passive-aggressive
  15. 15. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E clear obfuscated MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP clear obfuscated passive-aggressive passive-aggressive
  16. 16. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E clear obfuscated MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP clear obfuscated passive-aggressive passive-aggressive
  17. 17. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E clear obfuscated MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP clear obfuscated passive-aggressive passive-aggressive
  18. 18. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E clear obfuscated MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP clear obfuscated passive-aggressive passive-aggressive
  19. 19. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E clear obfuscated MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP clear obfuscated passive-aggressive passive-aggressive
  20. 20. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive BRAND A BRAND B BRAND C BRAND D BRAND E clear obfuscated MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP MODAL SIGNUP clear obfuscated passive-aggressive passive-aggressive
  21. 21. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 1. Design 2. Leadership 3. Design Leadership 4. Design Leadership + Email Strategy 5. Putting it into Practice
  22. 22. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 1. Design 2. Leadership 3. Design Leadership 4. Design Leadership + Email Strategy 5. Putting it into Practice
  23. 23. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive What is design?
  24. 24. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive graphic design industrial design interaction design interface design user experience design service design database design software design email design motion design editorial design systems design brand design organizational design information design algorithm design kinetic design interactive design product design fashion design interior design urban design architecture design
  25. 25. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive https://waleedzuberi.com/wp-content/uploads/2014/04/design-as-john-heskett2-1024x453.jpg
  26. 26. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive “Design is the rendering of intent.” - Jared Spool
  27. 27. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive WTF?
  28. 28. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  29. 29. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  30. 30. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive “Design doesn’t work if you don’t know your intent. Otherwise, you’ll find yourself in the land of mullets, half-cafs, cran-grape drinks, platypuses, and El Caminos. (Granted, platypuses are pretty cool. But they’re filled with poison.)” - Mike Montiero
  31. 31. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive good design: Thoughtful. Serves people. Appropriate. Empathy. Coherent. Vision. Collaborative.
  32. 32. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 1. Design 2. Leadership 3. Design Leadership 4. Design Leadership + Email Strategy 5. Putting it into Practice
  33. 33. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive What is leadership?
  34. 34. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  35. 35. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  36. 36. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  37. 37. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive “Leadership is a conversation” - Boris Groysberg and Michael Slind
  38. 38. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive From “Moments of Impact” by Chris Ertel and Lisa Kay Solomon
  39. 39. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive good leadership: Thoughtful. Serves people. Inspiring. Empathy. Motivating. Vision. Collaborative.
  40. 40. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 1. Design 2. Leadership 3. Design Leadership 4. Design Leadership + Email Strategy 5. Putting it into Practice
  41. 41. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive What is design leadership!?
  42. 42. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive Thoughtful. Serves people. Appropriate. Empathy. Coherent. Vision. Collaborative. good design: Thoughtful. Serves people. Inspiring. Empathy. Motivating. Vision. Collaborative. good leadership:
  43. 43. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive “Designers can design a solution to a problem, but they can’t design a solution to a disagreement.” - Mike Montiero
  44. 44. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 1. Design 2. Leadership 3. Design Leadership 4. Design Leadership + Email Strategy 5. Putting it into Practice
  45. 45. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  46. 46. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  47. 47. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  48. 48. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  49. 49. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  50. 50. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  51. 51. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  52. 52. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  53. 53. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  54. 54. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive subject: customer account password reset subject: password reset confirmation for Andrea Mignolo
  55. 55. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive vs. BRAND B, C, D, & E
  56. 56. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive Email strategy shouldn’t just apply to email marketing. It should apply to everything.
  57. 57. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive Design is the rendering of intent. Leadership is a conversation. Design leadership is a conversation about intention.
  58. 58. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 1. Design 2. Leadership 3. Design Leadership 4. Design Leadership + Email Strategy 5. Putting it into Practice
  59. 59. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 1. Have a vision
  60. 60. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  61. 61. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 2. Start small
  62. 62. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 3. Find allies
  63. 63. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 4. Be aligned
  64. 64. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive
  65. 65. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 5. Be patient
  66. 66. TEDC- Transform Your Email Strategy With Design Leadership @pnts#LitmusLive 1. Have a vision 2. Find allies 3. Start small 4. Inspire the future 5. Be patient
  67. 67. @pnts hi@pnts.us Thank You

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