In this workshop, we'll explore methods and tools to evolve your current email creative. Learn how to critique your designs from a marketer and user point of view, and determine where your program lies on the design sophistication spectrum. For more information around Cloud Services, visit our website: http://sforce.co/1ZuutDV

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