Nurturing Leads at the Interest Stage
Potential travelers become aware of the Swain Destinations brand in a variety of ways: campaign landing pages, social media, trade resources and more. If they filled out a contact form, made a phone call or expressed interest otherwise, they are entered into one of several email journeys that lead them through the decision making process to become customers.Travel Professionals wishing to collaborate with Swain Destinations enter a similar path as travelers, but tailored specifically to their needs as B2B leads.
My role in the process was to design a collection of versatile email templates that could be repurposed for a variety of emails, thus streamlining the journey creation process.
Wireframes
First, I created several iterations of different templates and content blocks for desktop and mobile email clients.
From Wireframes to Templates
After the Marketing Team chose their favorite wireframes, I re-created them as templates, responsive and completely editable in the Salesforce Marketing Cloud environment. This allowed any content creator to add and edit content blocks within templates without any coding involved.
Design Testing and Debugging
All templates and content blocks were tested on different desktop and mobile email clients to ensure the design appeared the same to all recipients.My Role in the Project
Preparation
Surveying the Marketing Team's needs.
Design
Creating and revising wireframes to achieve the final template selection.