Less is more - Time-saving email strategy and design: Karen Leibowitz and Nick Inglish
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Assurant creates beautiful emails that support multiple major appliance and electronics brands to engage their audiences all while making the most of time and resources. Learn how the agency used advanced design to consolidate the amount of email templates used to eliminate manual processes and automatically generate content variables to step up their personalization game.
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Less is more - Time-saving email strategy and design: Karen Leibowitz and Nick Inglish
- 2. Less is More Time-Saving Email Strategy and Design Karen Leibowitz Technical Project Manager Nick Inglish Digital Design
- 7. 18 Discernable Templates 5 Structured Templates with Modular Options
- 11. 1,000+ Campaign Variations 1 piece of code
- 15. • • • •
Editor's Notes
- Warmer Intro In this session Nick and I are going to walk you through how we made our client's implementation of email personalization faster and more efficient, saving them time in their day to day.
- While there are numerous drivers of customer satisfaction, like product quality and price, customer engagement is an increasingly important factor of overall customer satisfaction. Consumers have growing expectations and needs from the brands that communicate with them. One way to achieve that engagement is with personalisation – personalization is a strategy step to get you towards that goal of engagement. It shows your customer base that your brand is trying to help them save time and money. Not only will engaged customers play a role in achieving business goals, but they will also be more satisfied and generally supportive of new company initiatives Loyalty is the end objective
- Personalisation at a larger scale is a no-brainer. A study released in January of this year found that " " If you can serve up relevant, valuable offers and content intended for each of your customers, based on their past email and web behaviour or their transaction history, you can be confident to have an engaged audience.
- Assurant was already using personalization, but they were spending a lot of time on it. Their goal in partnering with professional services and digital design was to reduce time and resources when creating email campaigns, while still delivering relevant and personalized content to their customer base.
- In just over two weeks, both the Digital Design team and professional services managed to minimize the amount of templates needed by designing five master templates with flexible module options. Each template global styling options, which gave Assurant the freedom to use these five templates for all the brands they work with: GE Appliances Assurant Dealer Whirlpool Samsung Conn’s
- The outcome of the entire project were a set of organized, structured, modular templates that offered more versatility for Assurant's campaigns. For GE Appliances, alternate layouts are available depending on the required messaging, using just a single template. In the three examples shown, each campaign displays different header and hero options. The hero images are preset within the template by conditional content to display products similar to or associated with a contact's product being mentioned. For example, on the left image, a mother and daughter are shown in front of a GE Refrigerator, as the email is specifically mentioning refrigerator warranty options available to the customer. The modules underneath the hero sections can be modified to be full-width, half-width (or two-column) and fractional widths (in the case of the right-side image, about 1/3rd the width. Buttons are also given styling options, with about 4-5 preset colors and font styles, depending on how the campaign will be used.
- For Assurant-specific campaigns, the modules were made somewhat similar to the GE Appliances options, but have been given the Assurant brand styling, such as background and button colors, logos, and specific icons. This template is intentionally not as versatile as the GE Appliances template because the product and warranty information do not need to adhere to the GE branding requirements.
- Global styling options: Automatically restyle color, branding, fonts Conn's also has brand-specific styling, as well as Samsung Protection plus. For Conn's we also provide a pricing options list with preset conditions in the template. These pricing options sections look at the fields in the campaign's associated data list, and output the information provided in those fields. The Samsung module is structurally similar to the GE template shown a couple of slides over, so we applied that existing template to the Samsung workspace and modified the content (logos, buttons, colors) to match Samsung's brand requirments.
- Assurant had provided a data matrix that they had been using internally, which included the 1000 variations. We inputted all variations in 1 piece of code within their 5 templates, so that all the conditional logic would be embedded, and never needed to be fussed with manually by the Assurant team.
- Th created a script that searches through every possible outcome (all 1,595 variations) to apply the correct image in correlation with a contact’s data, and pull the right contact data in.
- Modular email editor templates have allowed more flexibility when modifying campaign content The right variables and images are automatically generated based on an individual’s contact information The Assurant team spends less time on creating and editing email campaigns, and has more time to focus on overall email marketing strategy
- Modular templates can save time, resources, and efficiency , saving money, and send smarter email. While Assurant required a more complex system of dynamic code to be embedded within their templates, we do offer a more simplified version of Conditional content that can be set up directly within Email Editor.