Dreamforce | ExactTarget Marketing Cloud: Flexible Frameworks in Email Design

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.

Types of Frameworks

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 Basic Framework Templates

Saved 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

The Intermediate Framework Master PSD HTML Shell

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

Gannett Success Story

78 Brands Across Gannett…

One-Off Solutions for Typical Acquisition Efforts

Challenge: Single-Copy Sales Effort Supporting All Gannett Brands

78

BRANDS

x 5 Holiday Events in 2013

Created a variable email within the enterprise account

Pulls two data extensions 1st data by creative

*Uploaded by Gannett via a basic spreadsheet

*Uploaded by Gannett via a basic spreadsheet

2nd data by publication

* “PUBBRAND” included in the data, tied to each customer

Confirming fields are pulling with Send Preview

v

Easter Send

v

Mother’s Day Send

v

Back to School Send

Gannett Framework

EMAILIMAGES

Event Copy

Images by Brand

Email

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 Success Story

50 campaigns / year

8 triggered sends

16 markets

130 MD/Y to localize

10 languages

Content from data extensions

Images hosted at CDN solution

Fixed content blocks

Bose Success Story - Results

PRODUCTION TIME 50 %

EFFICIENCY 41 %

Bose Europe Framework

EMAILIMAGES

Translated Copy

Images by Language

Email

101010010101101010

HTMLPSD

Photoshop HTML

101010010101101010

FILE

Data Extensions (Sendable & Relational)

Import File(s)

AREA

Content Areas

Optimization

Optimized for different devices

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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