dreamforce | exacttarget marketing cloud: flexible frameworks in email design
DESCRIPTION
A flexible framework is a standardized approach to designing and building email that creates both consistency and flexibility for your designers, developers & subscribers.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.
The Basic Framework
INPUTS: Copy, Images, ET Template, Saved Content Areas
GREAT FOR: Non-Technical Email Teams, Last-Minute Emails
PREREQUISITES: Initial Template Design
AREA EMAILIMAGES TEMPLATE
Copy Images Template Email Content Areas
The Intermediate Framework
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
EMAILIMAGES
Copy Images Email
101010010101101010
HTMLPSD
Photoshop HTML
Email Style Guide Photoshop, for mockups
UI Pattern Library HTML/CSS, for coding
Elements included:
Headlines Body copy
Buttons Links Icons
Bullets Callouts
Image styling borders Footers
The Intermediate Framework
The Complex Framework
INPUTS: Copy, Images, Master PSD, HTML Shell, Data
GREAT FOR: Transactional & Lifecycle Emails, Multiple Languages/Brands, Dynamic Content
REQUIREMENTS: AMPScript/SQL
EMAILIMAGES
Copy Images Email
101010010101101010
HTMLPSD
Photoshop HTML
101010010101101010
FILE
Data Extension(s) Import File(s)
AREA
Content Areas
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
IMAGES101010010101101010
HTMLPSD101010010101101010
FILEAREA
Challenge: Single-Copy Sales Effort Supporting All Gannett Brands
78
BRANDS
x 5 Holiday Events in 2013
Gannett Framework
EMAILIMAGES
Event Copy
Images by Brand
101010010101101010
HTMLPSD
Photoshop HTML
101010010101101010
FILE
Data Extensions (Sendable & Relational)
Import File(s)
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 Framework
EMAILIMAGES
Translated Copy
Images by Language
101010010101101010
HTMLPSD
Photoshop HTML
101010010101101010
FILE
Data Extensions (Sendable & Relational)
Import File(s)
AREA
Content Areas
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
Senior Design Consultant [email protected]
@anna_meier
David Rambo
Technical Producer [email protected]
@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
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