The document outlines a framework for improving email creative strategy, focusing on the design sophistication spectrum and key components for effective engagement. It emphasizes the importance of understanding goals, audience, and content while ensuring usability and visual appeal in email communications. Key tips include crafting compelling subject lines and preheaders, delivering relevant content, and optimizing for user experience across devices.

1. #CNX16
Evolve Your Email Creative
Identify where you are on the design sophistication spectrum
Anna Meier Litten
Manager, Creative Services
anna.meier@salesforce.com

2. Today’s Topics
Outlining creative strategy Identifying opportunities
with the Design
Sophistication Spectrum
Discuss your programs!
1 2 3

3. Creative Services

4. We support all stages
of email creation
Consulting
Workshops, assessments,
roadmaps
Design Systems
Template frameworks
Full-Service
Ongoing design and delivery

5. Outlining Creative Strategy
Laying the foundation

6. Outlining Creative Strategy
GOALS: What are you trying to accomplish? How will you measure success?
AUDIENCE: Who will receive this email? What is important to them?
CONTENT: What is the primary message? Why is it relevant?
ACTION: What action do you want them to take? Where will it take them?
EXPERIENCE: What is needed to make this friction-free & memorable?
​ Laying a solid foundation

7. Design Sophistication
Spectrum
Aligning priorities with user experience

8. #CNX16
Email is experienced
in stages. Each stage
uncovers a deeper level
of engagement with
your brand.
engagement = marketing opportunity

9. Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized
Branding
UILoad Time
Device
Design Sophistication
Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks

10. Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized
Branding
UILoad Time
Device
Design Sophistication
Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks

11. Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized
Branding
UILoad Time
Device
Design Sophistication
Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks

12. Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized
Branding
UILoad Time
Device
Design Sophistication
Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks

13. Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized
Branding
UILoad Time
Device
Design Sophistication
Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks

14. Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized
Branding
UILoad Time
Device
Design Sophistication
Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks

15. Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized
Branding
UILoad Time
Device
Design Sophistication
Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks

16. First things first: Start with the envelope
​ The reason we start with the envelope is to widen the conversion funnel.
​ Time spent on visual design and animations are wasted if no one sees it.
email recipients
email openers
email clickers
email converters

17. Keys to an Open-worthy
Email Envelope
1 Familiar From Name
Is it immediately recognizable? Under 35 characters?
2 Compelling or Expected Subject Line
Are the first 35 characters enticing? Would you open?
3
Compelling Preheader Snippet
Is it impactful? Does it expand on the value of the
subject line? At least 80 characters?

18. Clear Hierarchy
Is the important content at the top?
1:1 Relevancy
Does it deliver customer wants/needs?
Appropriate Length
Is it focused and skimmable?
Surprise & Delight
Is it memorable?
Keys to Compelling Email Content
1
2
3
4

19. Keys to Strong Visual Experiences in Email
1 Channel-Optimized Branding
Is it visually on brand? Is it familiar and
seamless with post-email experience?
2 Purposeful Imagery
Does it evoke the right feeling? Does it add
context and value, or is it purely decorative?

20. Keys to a Usable Email Experience
1 Quick-Loading
Does it load in 4 seconds or less?
2 Friendly User Interface
Tappable? Familiar & consistent?
3 Readable Typography
Is HTML text used to the fullest?

21. Keys to Effective Data-Driven Email
1 Device Usage
Where are your subscribers viewing
most? Is that experience optimal?
2 Click-through
Are all CTAs a seamless experience?
3 Dynamic Content
Have you included relevant
personalization?

22. Dynamic
Clear Hierarchy
Subject Line Preheader
Content
Envelope
Visuals
Usability
Data
From Name
1:1 Relevancy
Channel-Optimized
Branding
UILoad Time
Device
Design Sophistication
Spectrum
Level 1
Level 2
Level 3
Level 4
Level 5
Appropriate Length
Surprise & Delight
Purposeful Imagery
Typography
Clicks

23. #CNX16
Let’s Critique…

24. #CNX16
Do you begin each email
with creative strategy?

25. #CNX16
Where are your emails on the
design sophistication spectrum?

26. What we’ve learned
Outlining creative strategy Identifying opportunities
with the Design
Sophistication Spectrum
Discuss your programs!
1 2 3

27. #CNX16
Thank you!
anna.meier@salesforce.com