A Figma to Saleforce eDM solution

Templating pixel-perfect solutions for the wider Marketing team

The goal was to help the automation team build efficiently while also reducing visual message fatigue.

The automation team needed to create a massive system of both transactional emails and specific-use email newsletters.Not being designers they wanted to reduce the round-trip of brief > design > build, and instead create some pre-designed repeatable elements.

Responsibilities and Deliverables

Creative strategy & execution

  • Art Direction for a complete suite of scalable templates (module solution proposed)
  • Execution of template within a Figma Design System
  • Solve for major pillar content to begin with, allowing full scalability
  • Advice for HTML and CSS options and issues within Saleforce.

Both marketing and transactional emails can be a problem for multi-team organisations. A modular system, designed within Figma with process in place to deliver seamlessly to Salesforce proceed to be efficient and effective.

Problem

The automation team needed to create a massive system of both transactional emails and specific-use email newsletters.

Not being designers they wanted to reduce the round-trip of brief > design > build, and instead create some pre-designed repeatable elements.

Solution

The brief asked for a design for each pillar but I revised this and instead designed a suite of modules for each pillar. This allowed the email team to choose from module options rather than repeat the same ones. The benefit of this was an infinite range of layouts, which kept the visual messaging fresh and reduced visual message fatigue in their customers.

HTML + Email experience

This is a project that was helped by my decades of email experience. Sadly email newsletters are still using HTML tables, which greatly limit what you can implement, when compared with web CSS and floating divs. This understanding meant the problem solving was done in the design phase, and allowed the automation team to build them out quickly.

A design system offering endless variety

The suite of modules allowed an endless variety of newsletters, both standalone and series. Options from one-off transactional emails through the welcome journeys and engagement or incentive campaigns. All were able to be developed with a unique feel while staying strongly in brand.

Additionally the suite of modules were able to be duplicated for localisation of Singapore and Australia brand variations.

A successful outcome on all levels.

This project was a great outcome for all parties. The automation team had a massive toolset of prebuilt modules which improved efficiency of delivery. Along with this the customer received more visually interesting emails with reduced repetition of elements, which in turn increased engagement.