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B2B Email Templates
Designing cohesive branded email templates to optimize customer journeys and simplify creation for stakeholders.
Overview
Client:
Siemens Digital Industry Software
Team
Myself - UI/UX Designer
​5 Product Marketing Managers
1 Content Strategist
Email creation for marketing campaigns and automated processes (e.g. software purchasing and activation) are created by disparate groups with approximately 5 different applications. Visual appearance, branding, and UX was not being considered in any consistent fashion. I co-facilitated a project to create a set of branded templates and a simplified authoring process for stakeholders.
Impact
Five different marketing teams had a set of email templates for marketing and transactional purposes, with clear guidelines for usage and future iteration.
Below are a few examples of base email designs. These are only a subset of the entire set, providing a starting point for customization because stakeholders had frequent changes to content that required tweaks to layouts and sometimes, new components.
Webinar invitation email
Order confirmation email
Mobile "link list" email
Rich text fallback email
Problems
Emails were being created by non-designers who were winging it and failing to implement branding or visual design standards.
Challenges
Stakeholders were using different applications to create emails and manage their campaigns. No single application was able to satisfy their needs.
Process
Process overview
Audit of existing emails and deficiencies in style, tone of voice, and components
Example of a software purchase journey and the triggers and automated emails sent to customers
Working process for future email template updates across teams
Browser testing of emails in Braze application
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