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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info@whereoware.com

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