Eyefinity marketing came with an ask to "make our emails more effective" and this lead to a deep collaboration with their digital marketing pod in understanding the barriers to engagement, branding objectives, and the challenges marketing staff face when creating the emails.
What we discovered was that our email formats were inconsistent, adding complexity to creation and inconsistency in brand presence in this channel. We also identified the volume and design of the content as a barrier to click-through—essentially TL;DR.
The solution we brought was threefold:
1) A brand strategy for the channel—focus on the Eyefinity brand and have it ever-present to eliminate any confusion with legacy or sub-brands.
2) Build a modular component and template set for easy drag-and-drop use/specification. Bolster this with a how-to guide for new users of the platform (Eloqua).
3) Work with the content team to establish writing best-practices that drive engagement and lead to a clear call to action.