Delta Email Design System
You spend about 8 seconds reading an email from a brand, but they likely took weeks to make it. So when Delta implemented the Salesforce Marketing Cloud platform (SFMC), we needed a new, turn-key email system to make it faster to develop and deploy communications. And, more importantly, to make the 8 seconds a customer spent with our emails worth it.
Case Study Video
150+ emails were reviewed for design, UX and content.
LEGACY DESIGN
- Utilized practices such as flat HTML, non-responsive design and non-ADA-compliant
- Speed-to-market concerns due to custom development
- Limited opportunity to take advantage of SFMC capabilities with this approach
The reimagined system combines modern design with operational efficiencies and time-boxed content.
NEW DESIGN
- Clear design standards and a shared Sketch library of components accessible to all created harmony and consistency,
- Technical production time got 4x faster with the implementation of drag-and-drop modules within SFMC.
- A refreshed content strategy streamlined communications to a singular purpose, ideal for the 8-second scan.
17 core modules create infinite combinations to support any communication.
They are available to designers via a custom Sketch library and are implemented directly in Salesforce Marketing Cloud.
From / To
An email offering an upgraded seat experience is more focused and actionable.
A newsletter about Club updates is more concise and accessible.
