Delta Email Design System
You spend about 8 seconds reading an email from a brand, but they likely took weeks to make it. So when Delta implemented the Salesforce Marketing Cloud platform, we needed a new, turn-key email system to make it faster to develop and deploy communications. And, more importantly, to make the 8 seconds a customer spent with our emails worth it.
Password: Email2020
150+ emails were reviewed for design, UX and content.
LEGACY DESIGN
A lack of clear design standards led to time consuming and disparate custom emails for each campaign, resulting in a disconnected customer experience and a complicated production process.
Clients needed a turn-key email system that not only delivered modern design consistency for consumers, but also optimized Salesforce Marketing Cloud production processes. This would allow their team to be more nimble with faster-to-market capability while setting the foundation for further platform growth and optimization.
With consumers spending an average of 8 seconds looking at an email*, it’s critical to deliver a clear, focused message. With so little time to make an impact, we needed to refocus Delta's email philosophy and make sure our design, build capabilities and content approach was customer-centric and quick-to-market with operational efficiencies.
Poor user-experience with emails lacking a consistent look and feel, utilizing legacy practices (flat HTML, Non-Responsive, Not mobile friendly, Not ADA Compliant). Speed-to-market concerns due to custom development requiring excess creative, email-build and QA hours. Limited opportunity for platform optimization and scalability as a result of inconsistent process, module and template usage.
New Design
We created an email design system to create harmony and consistency across Delta emails, identifying 17 common, yet flexible components optimized for SFMC. Simple, clear, and helpful language would support one single goal for each email.
Improved user-experience with mobile friendly fully responsive modules, ADA compliance, and single message
Reduced build time and QA by utilizing drag-and-drop, pre-defined modules within SFMC Content Builder
Increased platform optimization and scalability through library template standardization and global scripting.
The Email Design System has resulted in creative, production and operational efficiencies for both the agency and Delta. Utilizing the new components and messaging hierarchy, we’ve successfully reduced the amount of time to concept, build and deploy emails with a customer-first approach that delivers a better consumer experience. The custom Sketch Library is available to multiple agencies and in-house designers, resulting in 4x faster creative production time.
