MODULAR EMAIL DESIGN: BUILD BETTER EMAILS FASTER #WOWWEBINAR Private and Confidential. Property of Whereoware, LLC. 1
OUR SPEAKERS GEOFF SCHEMEL CHRIS GROUGE World Wide Watson Marketing Architect Lead Technical Marketer IBM Whereoware 2
ABOUT US 18 years of experience • Email campaigns • Personalized websites • Cloud based solutions • Mobile applications • Data integration • Analytics • SEO/PPC • 3
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. 4
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. 5
LET’S TALK ABOUT EMAIL 6
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 TIME Litmus
HALF OF THE EMAILS ARE OPENED ON MOBILE Litmus, 2018 State of Email Report 9
COMMON EMAIL MARKETING GOALS 10
GOALS Reduce build and Reduce design time! execution time! Email Marketers Email Designers Manage the email Lay out emails creation process with appropriate and deploy emails images and copy 11
GOALS IMPROVED KPIS 12
GOALS: HIGH EMAIL QUALITY ACROSS ALL DEVICES 13
Getting Started with MODULAR EMAIL DESIGN 14
HOW MODULAR EMAIL DESIGN WORKS Module Building Blocks Stackable Reusable Customizable 15
GETTING STARTED: Identify cross-team needs Identify must-have elements Design flexible layouts Code modules Test, test, test
DESIGNING MODULES 17
START WITH DATA Where are recipients clicking? What's working? 18
IDENTIFY LAYOUT VARIETY + BRAND–SPECIFIC NEEDS Full Width Hero Image Two Column (Text/Image) Full Width Text Block S Curve 19
MODULE IDEAS 20
CODE AND TEST MODULES 21
DEVELOPING MODULAR TEMPLATES 22
Build Wireframes WIREFRAME TEMPLATES Standard Header • Standard Headers and Footers to reuse across sends. • Sketch out where modules fit within each template . 23
BUILD TEMPLATES Hero Image Headline 2 Column Image Text 24
APPLY BRANDING – FONTS, COLORS, LOGO Branding 25
MODULAR DESIGN IN ACTION 26
FERGUSON’S CHALLENGE High, multi-brand email volume Many emails were unresponsive Responsive emails took 50%-100% more time to build 27
ENTER: MODULAR EMAIL DESIGN 28
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
TESTIMONIAL Using 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
TOOLS TO HELP 31
INTRODUCING CODE PERFECT Click each module to add your template Easily swap modules in and out 32
COPY HTML CODE Quickly bring your HTML into your ESP 33
PASTE HTML CODE INTO WATSON OR YOUR FAVORITE ESP 34
UPDATE MODULES WITH TEXT, IMAGES AND LINKS 35
CHECK MODULES ARE RESPONSIVE WITH WATSON PREVIEWS 36
CHECK PREVIEWS ACROSS DEVICES 37
MEASURE EMAIL EFFECTIVENESS With Watson, you have a ‘cognitive’ analyst sending you real-time alerts. Campaign Automation Marketing Assistant 38
MEASURE AUDIENCE ENGAGEMENT With Watson, create target audiences in minutes. Marketing Insights Audience Insights 39
TRAINING
TEAM TRAINING: EMAIL MARKETERS .hide { display: none !important;} Concentration on .logo {padding-bottom: 30px !important; HTML code padding-top: 30px !important;}. .hero img {width: 100% !important; height: auto !important;} Outline implications to current email process Hands-on modular email build example 41
TEAM TRAINING: EMAIL DESIGNERS Emphasize modular layout structure Outline design possibilities and limitations Hands-on modular email design example 42
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.
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! 45
THANKS FOR WATCHING! Contact us: Follow us on: 14399 Penrose Pl #450, Chantilly, VA 20151 facebook.com/whereoware (877) 521-7448 @whereoware info@whereoware.com
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