The Organized Chaos of Email Creation

Cd62d88a83461e0b1daa8f2fa31c4dcb?s=47 Dan Denney
August 25, 2015

The Organized Chaos of Email Creation

Because creating emails wasn't already challenging enough, many of us are faced with managing dozens of emails across multiple platforms on a daily basis. In this session, we'll cover requirements and workflows for tracking both recurring and transactional emails. We'll start with asset management: partials, variables, and style guides. Then, we'll move into custom reporting, visual "send flows", and UX flows. You'll leave with a plan to stay sane and shred down the time it takes you to build an email.


Dan Denney

August 25, 2015


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    "Be regular and orderly in your life, so that you

    may be violent and original in your work." "Be regular and orderly in your life, so that you may be violent and original in your work." - Gustave Flaubert
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    "Be regular and orderly in your workflow, so that you

    may be violent and origin al in your emails."
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    Building Goals - "No Media Queries" first - Push the

    limits of clients - A/B test content - Build from UX flows
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    A story of how design adds value to a simple

    notification e-mail
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    <!--[if (IE)|mso]> <table align='center' border='0' cellpadding='0' cellspacing='0' width='600'> <tr> <td>

    <![endif]--> <table align='center' border='0' cellpadding='0' cellspacing='0' class='flex-size' style='max- width: 600px;' width='100%'> <tr> <td align='left' class='text' style="color: #585a5b; font-family: 'Open Sans', Verdana, Helvetica, Arial, sans-serif; font-size: 16px; line-height: 24px;"></td> </tr> </table> <!--[if (IE)|mso]> </td> </tr> </table> <![endif]-->
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    Recap - Updatable global assets - Partials - Automated code

    - Variables You are a tool, but often not the best tool for repetitive tasks.
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    "We're not very standardized ATM. CM for some stuff, Mailgun

    & Sendgrid for other stuff, & the rails app lol" "I've not done much with email in a while because of focus elsewhere; email at [company name] breaks my heart - it really does." "I'm hoping to find time to give it more attention in the future, but we really need a team of people focused on it."
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    What ESPs are you using for promotional and transactional emails?
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    Custom Reports - Your important data - Custom views -

    Automation Do as I say, not as I do ;)
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    Recap Create your own reporting and document all of your

    emails. - Custom Reports - Send Flows - UX Flows