As a business Frasers Group were moving their email platform to Emarsys. As part of the integration we were required to set up each Facia with a master email marketing template for the CRM and Design teams to use on a daily basis. Each template needed to reflect the brand guidelines of each facia as well as be easily adaptable at newsletter design level.
MY ROLE
My initial role in this project was to take the provided template from the Emarsys team and create master templates for Flannels, House of Fraser and USC email marketing. This included front-end development of additional html blocks, adding custom CSS styling and multiple variables, ensuring complete user adaptability.
My initial role in this project was to take the provided template from the Emarsys team and create master templates for Flannels, House of Fraser and USC email marketing. This included front-end development of additional html blocks, adding custom CSS styling and multiple variables, ensuring complete user adaptability.
Following on from the initial launch of the project, I work on any ad hoc new template builds or adaptations across all Frasers Group Facias, including Jack Wills and Sports Direct.
CHALLENGES ALONG THE WAY
Throughout the project I needed to ensure complete flexibility with the templates, in order to give the email designers using the templates as much creative freedom as possible. In order to do this I ensured to create optional content as much as possible, an example of this was the number of CTA's featured in the hero block. The original state of the block featured two CTA's, with both featuring a toggle option to turn either both or just one off.
Throughout the project I needed to ensure complete flexibility with the templates, in order to give the email designers using the templates as much creative freedom as possible. In order to do this I ensured to create optional content as much as possible, an example of this was the number of CTA's featured in the hero block. The original state of the block featured two CTA's, with both featuring a toggle option to turn either both or just one off.
Another challenge with this project was learning a brand new cms for building the emails, called Emarsys. Following some basic training on how to use the platform from emarsys themselves I then tried and tested the platform for myself.
Arguably the largest challenge with the project was to ensure all templates worked consistently across various email clients, building blocks that worked well within the limitations of email development & Microsoft outlook compatibility. Using past experiences as well as online guidance I was able to build all the blocks for the templates in a table format to ensure visual consistency across email clients as well as being fully responsive across devices.
NEXT STEPS & RESULTS
Next steps within this project included creating further optional content, making the templates completely adaptable for the users. An example of this amount of CTA's featured in the hero block, creating two optional CTA's both with the ability to style with colours and borders.
Next steps within this project included creating further optional content, making the templates completely adaptable for the users. An example of this amount of CTA's featured in the hero block, creating two optional CTA's both with the ability to style with colours and borders.
