A flexible framework is a standardized approach to designing and building email that creates both consistency and flexibility for your designers, developers & subscribers.

1. Flexible Frameworks
A Springboard to Sophistication
Anna Meier, ExactTarget, Senior Design Consultant
David Rambo, ExactTarget, Technical Producer

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3. Anna Meier
Senior Design Consultant, ExactTarget
@anna_meier
David Rambo
Technical Producer, ExactTarget
@ExactRambo

4. The key to success isn't sending more email;
it's being smarter about the email you send.
- Jeanne Jennings, ClickZ

5. Agenda
Fundamentals of a Framework
Definition, Types, Components & Benefits
Success Stories
Gannett
Bose Europe
Where to go from here
Q&A

6. What is a Flexible Framework?
A flexible framework is a standardized approach to designing
and building email that creates both consistency and flexibility
for your designers, developers & subscribers.

7. Types of Frameworks

8. The Basic Framework
IMAGES
Copy
Images
AREA
Content Areas
TEMPLATE
Template
EMAIL
Email
INPUTS:
Copy, Images, ET Template, Saved Content Areas
GREAT FOR:
Non-Technical Email Teams, Last-Minute Emails
PREREQUISITES:
Initial Template Design

9. The Basic Framework
Templates
Saved Content Areas

10. The Intermediate Framework
IMAGES
PSD
HTML
EMAIL
1 0101 0
0 1010 1
1 0101 0
Copy
Images
Photoshop
HTML
Email
INPUTS:
Copy, Images, Master PSD, HTML Shell
GREAT FOR:
Everyday Sends, Design & Technical Teams
PREREQUISITES:
Initial Master PSD, HTML Shell,
Email Style Guide & UI Pattern Library

11. The Intermediate Framework
Master PSD
HTML Shell

12. The Intermediate Framework
Email Style Guide
UI Pattern Library
Photoshop, for mockups
HTML/CSS, for coding
Elements included:
Headlines
Body copy
Buttons
Links
Icons
Bullets
Callouts
Image styling
borders
Footers

13. AREA
The Complex Framework
Content Areas
IMAGES
PSD
HTML
EMAIL
1 0101 0
0 1010 1
1 0101 0
Copy
Images
Photoshop
HTML
Email
FILE
1 0101 0
0 1010 1
1 0101 0
Import File(s)
Data Extension(s)
INPUTS:
Copy, Images, Master PSD, HTML Shell, Data
GREAT FOR:
Transactional & Lifecycle Emails,
Multiple Languages/Brands, Dynamic Content
REQUIREMENTS:
AMPScript/SQL

14. Components for Efficiency
CONTENT:
Copy, Images, Links
DESIGN:
Master PSD, Email Style Guide
CODING:
HTML Shell, UI Pattern Library,
ET Template, Saved Content Areas
AUTOMATION: Data Extensions, Recurring Programs
IMAGES
PSD
HTML
1 0101 0
0 1010 1
1 0101 0
AREA
FILE
1 0101 0
0 1010 1
1 0101 0

15. Gannett Success Story

16. 78 Brands Across Gannett…

17. One-Off Solutions for Typical Acquisition Efforts

18. Challenge: Single-Copy Sales Effort Supporting
All Gannett Brands
78
BRANDS
x5
Holiday
Events
in 2013

19. Created a
variable email
within the
enterprise
account

20. Pulls two data
extensions
1st data by
creative

21. *Uploaded by Gannett via a basic spreadsheet

22. 2nd data by
publication

23. * “PUBBRAND” included in the data, tied to each customer

24. Confirming fields
are pulling with
Send Preview

25. Easter Send
v

26. Mother’s Day Send
v

27. Back to School Send
v

28. Gannett Framework
IMAGES
PSD
HTML
EMAIL
1 0101 0
0 1010 1
1 0101 0
Event
Copy
Images by
Brand
Photoshop
HTML
FILE
1 0101 0
0 1010 1
1 0101 0
Import File(s)
Data Extensions
(Sendable & Relational)
Email

29. Results for Gannett
Design time saved: 312 hours – 39 days
4 hours of design per email x 78 emails
Determining if email boosted single copy sales
*Outside factors: weather, news stories, etc.
Cincinnati reported a week-over-week increase of single copy sales
of 11,480 on 7/28/13
Future goals: variable more components
i.e. header images, content based on customer data

30. Bose Europe Success Story

31. 50 campaigns / year
8 triggered sends

32. 16 markets
10 languages
130 MD/Y to localize

33. Content from data extensions

34. Images hosted at CDN solution

35. Fixed content blocks

36. Bose Success Story - Results
50
%
PRODUCTION TIME
41
%
EFFICIENCY

37. Bose Europe Framework
AREA
Content Areas
IMAGES
PSD
HTML
EMAIL
1 0101 0
0 1010 1
1 0101 0
Translated
Copy
Images by
Language
Photoshop
HTML
FILE
1 0101 0
0 1010 1
1 0101 0
Import File(s)
Data Extensions
(Sendable & Relational)
Email

39. Optimization
Optimized for different devices

40. Benefits of Flexible Frameworks
Brand Sophistication
Consistent Brand Elements = Subscriber Trust
Process Efficiency
Initial Implementation of Framework = Future Time Savings
Campaign Performance
Standard Engagement Techniques = Increased Clicks
Framework for Evolution

41. Where to go from here
§ Talk with your team about
their current challenges
§ Identify goals for framework
§ Analyze current state of
creative, content, data & process
§ Determine requirements
& inputs for framework
§ Begin content planning
& wireframing

42. Anna Meier
David Rambo
Senior Design Consultant
ameier@exacttarget.com
@anna_meier
Technical Producer
drambo@exacttarget.com
@ExactRambo
Resources / downloads at:
pages.exacttarget.com/ETDesign
help.exacttarget.com/

43. Don’t Forget Your
Complimentary Copy
of Email Marketing
Rules by
ExactTarget’s
Principal of Marketing
Research, Chad White
@chadswhite

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