MODULAR EMAIL DESIGN: BUILD BETTER EMAILS...
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MODULAR EMAIL DESIGN: BUILD BETTER EMAILS FASTER Private and Confidential. Property of Whereoware, LLC. #WOWWEBINAR
Transcript of MODULAR EMAIL DESIGN: BUILD BETTER EMAILS...
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MODULAR EMAIL DESIGN: BUILD BETTER EMAILS FASTER
Private and Confidential. Property of Whereoware, LLC.
#WOWWEBINAR
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OUR SPEAKERS
Lead Technical MarketerWhereoware
CHRIS GROUGE
World Wide Watson Marketing ArchitectIBM
GEOFF SCHEMEL
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ABOUT US
• 18 years of experience
• Email campaigns
• Personalized websites
• Cloud based solutions
• Mobile applications
• Data integration
• Analytics
• SEO/PPC
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ABOUT IBM
IBM (International Business Machines Corporation) is
an American multinational technology company
headquartered in Armonk, New York, United States,
with operations in over 170 countries. The company
began in 1911 as the Computing-Tabulating-Recording
Company (CTR) and was renamed "International
Business Machines" in 1924.
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ABOUT IBM WATSON MARKETING
Personalized Marketing puts the power of data in the hands of the marketer, allowing you to orchestrate unified
campaigns, online and offline, and deliver on your brand promise at every touchpoint.
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LET’S TALK ABOUT EMAIL
72%OF COMPANIES
PLAN ON SPENDING MORE TIME ON EMAIL PRODUCTION
Email on Acid
55% OF COMPANIES HAVE 6 OR MORE EMAILS IN PRODUCTION AT THE
SAME TIMELitmus
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HALF OF THE EMAILS ARE OPENED ON MOBILE
Litmus, 2018 State of Email Report
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EMAIL MARKETING GOALSCOMMON
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GOALS
Reduce design time!
Email DesignersEmail Marketers
Reduce build and execution time!
Manage the email
creation process
and deploy emails
Lay out emails
with appropriate
images and copy
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GOALS IMPROVED KPIS
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GOALS: HIGH EMAIL QUALITY ACROSS ALL DEVICES
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MODULAR EMAIL DESIGNGetting Started with
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HOW MODULAR EMAIL DESIGN WORKS
Module Building Blocks
Stackable
Reusable
Customizable
GETTING STARTED:
Identify cross-team needs
Identify must-have elements
Code modules
Design flexible layouts
Test, test, test
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DESIGNING MODULES
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START WITH DATA
Where arerecipients clicking?
What's working?
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IDENTIFY LAYOUT VARIETY + BRAND–SPECIFIC NEEDS Two Column (Text/Image)Full Width Hero Image Full Width Text Block S Curve
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MODULE IDEAS
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CODE AND TEST MODULES
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DEVELOPING MODULAR TEMPLATES
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WIREFRAME TEMPLATESStandard Header
Build Wireframes
• Standard Headers and Footers to
reuse across sends.
• Sketch out where modules fit
within each template.
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BUILD TEMPLATES
Hero Image
Headline
2 Column Image Text
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APPLY BRANDING – FONTS, COLORS, LOGOBranding
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MODULAR DESIGNIN ACTION
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FERGUSON’S CHALLENGE
Responsive emails took50%-100% more time to build
High, multi-brand email volume
Many emails were unresponsive
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ENTER: MODULAR EMAIL DESIGN
RESULTS
Clickthrough rate increased 50%
Build time decreased by 1.5 to 2 hours per email
100+ emails sent per month using the new modules
TESTIMONIALUsing the modular template
has cut design time for me by half!
T I F F B E L L , G R A P H I C A R T I S T
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TOOLS TO HELP
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INTRODUCING CODE PERFECT
Easily swap modules in
and out
Click each module to add your template
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COPY HTML CODE
Quickly bring your HTML into
your ESP
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PASTE HTML CODE INTO WATSON OR YOUR FAVORITE ESP
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UPDATE MODULES WITH TEXT, IMAGES AND LINKS
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CHECK MODULES ARE RESPONSIVE WITH WATSON PREVIEWS
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CHECK PREVIEWS ACROSS DEVICES
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MEASURE EMAIL EFFECTIVENESS
With Watson, you have a ‘cognitive’ analyst sending you real-time alerts.
Campaign Automation Marketing Assistant
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MEASURE AUDIENCE ENGAGEMENT
With Watson, create target audiences in minutes.
Marketing Insights Audience Insights
TRAINING
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TEAM TRAINING: EMAIL MARKETERS
Outline implications to current email process
Hands-on modularemail build example
.hide { display: none !important;}
.logo {padding-bottom: 30px !important;
padding-top: 30px !important;}.
.hero img {width: 100% !important;
height: auto !important;}
Concentration onHTML code
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TEAM TRAINING: EMAIL DESIGNERS
Emphasize modularlayout structure
Outline design possibilities and limitations
Hands-on modularemail design example
TAKEAWAYS
KEY TAKEAWAYS:
Modular Design cuts your email production time, but takes planning.
Collaborate to identify all email needs.
Create flexible modules and templates.
Test.
Provide comprehensive training.
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QUESTIONS AND SPECIAL OFFERS
Free demo on Code Perfect and 50% discount on account setup.
Next month’s webinar will tackle Website Quick Fixes – Wed. June 20 11 AM -12 PM EST. Stay tuned for more info!
THANKS FOR WATCHING!
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