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CNX16 - Evolve Your Email Creative

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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.

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CNX16 - Evolve Your Email Creative

  1. 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. 2. Today’s Topics Outlining creative strategy Identifying opportunities with the Design Sophistication Spectrum Discuss your programs! 1 2 3
  3. 3. Creative Services
  4. 4. We support all stages of email creation Consulting Workshops, assessments, roadmaps Design Systems Template frameworks Full-Service Ongoing design and delivery
  5. 5. Outlining Creative Strategy Laying the foundation
  6. 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. 7. Design Sophistication Spectrum Aligning priorities with user experience
  8. 8. #CNX16 Email is experienced in stages. Each stage uncovers a deeper level of engagement with your brand. engagement = marketing opportunity
  9. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 23. #CNX16 Let’s Critique…
  24. 24. #CNX16 Do you begin each email with creative strategy?
  25. 25. #CNX16 Where are your emails on the design sophistication spectrum?
  26. 26. What we’ve learned Outlining creative strategy Identifying opportunities with the Design Sophistication Spectrum Discuss your programs! 1 2 3
  27. 27. #CNX16 Thank you! anna.meier@salesforce.com

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