#CNX16

Evolve Your Email Creative Identify where you are on the design sophistication spectrum

Anna Meier Litten Manager, Creative Services

anna.meier@salesforce.com

Today’s Topics

Outlining creative strategy Identifying opportunities with the Design

Sophistication Spectrum

Discuss your programs!

1 2 3

Creative Services

We support all stages of email creation

Consulting Workshops, assessments,

roadmaps

Design Systems Template frameworks

Full-Service Ongoing design and delivery

Outlining Creative Strategy Laying the foundation

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

Design Sophistication Spectrum Aligning priorities with user experience

#CNX16

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

Dynamic

Clear Hierarchy

Subject Line Preheader

Content

Envelope

Visuals

Usability

Data

From Name

1:1 Relevancy

Channel-Optimized Branding

UI Load Time

Device Design Sophistication Spectrum

Level 1

Level 2

Level 3

Level 4

Level 5

Appropriate Length

Surprise & Delight

Purposeful Imagery

Typography

Clicks

Dynamic

Clear Hierarchy

Subject Line Preheader

Content

Envelope

Visuals

Usability

Data

From Name

1:1 Relevancy

Channel-Optimized Branding

UI Load Time

Device Design Sophistication Spectrum

Level 1

Level 2

Level 3

Level 4

Level 5

Appropriate Length

Surprise & Delight

Purposeful Imagery

Typography

Clicks

Dynamic

Clear Hierarchy

Subject Line Preheader

Content

Envelope

Visuals

Usability

Data

From Name

1:1 Relevancy

Channel-Optimized Branding

UI Load Time

Device Design Sophistication Spectrum

Level 1

Level 2

Level 3

Level 4

Level 5

Appropriate Length

Surprise & Delight

Purposeful Imagery

Typography

Clicks

Dynamic

Clear Hierarchy

Subject Line Preheader

Content

Envelope

Visuals

Usability

Data

From Name

1:1 Relevancy

Channel-Optimized Branding

UI Load Time

Device Design Sophistication Spectrum

Level 1

Level 2

Level 3

Level 4

Level 5

Appropriate Length

Surprise & Delight

Purposeful Imagery

Typography

Clicks

Dynamic

Clear Hierarchy

Subject Line Preheader

Content

Envelope

Visuals

Usability

Data

From Name

1:1 Relevancy

Channel-Optimized Branding

UI Load Time

Device Design Sophistication Spectrum

Level 1

Level 2

Level 3

Level 4

Level 5

Appropriate Length

Surprise & Delight

Purposeful Imagery

Typography

Clicks

Dynamic

Clear Hierarchy

Subject Line Preheader

Content

Envelope

Visuals

Usability

Data

From Name

1:1 Relevancy

Channel-Optimized Branding

UI Load Time

Device Design Sophistication Spectrum

Level 1

Level 2

Level 3

Level 4

Level 5

Appropriate Length

Surprise & Delight

Purposeful Imagery

Typography

Clicks

Dynamic

Clear Hierarchy

Subject Line Preheader

Content

Envelope

Visuals

Usability

Data

From Name

1:1 Relevancy

Channel-Optimized Branding

UI Load Time

Device Design Sophistication Spectrum

Level 1

Level 2

Level 3

Level 4

Level 5

Appropriate Length

Surprise & Delight

Purposeful Imagery

Typography

Clicks

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

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?

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

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?

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?

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?

Dynamic

Clear Hierarchy

Subject Line Preheader

Content

Envelope

Visuals

Usability

Data

From Name

1:1 Relevancy

Channel-Optimized Branding

UI Load Time

Device Design Sophistication Spectrum

Level 1

Level 2

Level 3

Level 4

Level 5

Appropriate Length

Surprise & Delight

Purposeful Imagery

Typography

Clicks

#CNX16

Let’s Critique…

#CNX16

Do you begin each email with creative strategy?

#CNX16

Where are your emails on the design sophistication spectrum?

What we’ve learned

Outlining creative strategy Identifying opportunities with the Design

Sophistication Spectrum

Discuss your programs!

1 2 3

#CNX16

Thank you! anna.meier@salesforce.com