Attentive Mobile
Email Client Work
To stay up to date with competitors like Klaviyo and Wunderkind, who have integrated SMS and email marketing platforms, Attentive set forth an initiative to build an email platform as robust as it’s SMS product. Combining these two powerful communication channels allows for a more comprehensive, cohesive, and streamlined marketing strategy.
Campaign Emails
ADA Compliant
Adhere to WCAG
Built for Performance
Design plays a huge role in creating effective campaign emails that drive conversions. The content within the email needs to be visually engaging, capturing and maintaining the reader’s attention throughout the entirety of the message, have a clear and specific call to action, match the client’s specific branding (colors, imagery, fonts and type treatment) - all while following accessibility best practices and accounting for responsiveness and deliverability guidelines.
Campaign Highlight: Clove
Triggered Email
Triggered emails are particularly effective in driving conversions because the content the consumer is receiving is relevant to them specifically. Whether it be an additional nudge to complete an abandoned checkout or an alert that a sold-out item is back in stock, these automated email journeys are personalized to the specific actions and behaviors of the consumer. The strategy in terms of designing these emails is to draw attention to the action or behavior that triggered the email - if the email is a Cart Abandon, we would want to make sure the specific product that was left in the cart gets prioritized in terms of visual hierarchy, and all of the other generic elements in the email would come second.
Project Theme Park
An issue we saw clients run into early on, especially the smaller scale companies without dedicated design teams to create their marketing materials, was that crafting emails from scratch was a daunting task - they needed to first produce visually compelling content, arrange that content in dynamic, engaging layouts, establish a system of visual hierarchy to organize the content and highlight the most important information, and on top of all of that, keep accessibility, responsiveness, and deliverability in mind. Rather than starting from a blank template, we figured it would be beneficial to clients to have access to a library of generic, expertly designed email templates as a starting point.
Project Theme Park aims to provide clients workable email templates for every notable holiday, occasion, or season. This library features email templates promoting some of the most popular seasonal promotions like Black Friday/Cyber Monday sales, to more niche, client-specific holidays, such as National Ice Cream Day. We try to make these templates as generic as possible so that clients across industries can use and customize them. In addition to full templates, we also created folders of individual elements for each theme, such as hero images and icons, so that these blocks could be used on their own within emails.
International Women’s Day
St. Patrick’s Day
Templates & Components
Although every brand has its own unique style and voice, starting from scratch to create completely unique and tailored emails for each and every one of our clients just wasn’t realistic. This is why we created a series of templates for both our triggered and campaign emails - having a general layout of content as a starting point and then working in some customization (replacing imagery, logos, fonts, colors, etc) to match the specific aesthetic of the brand proved to work a lot more efficiently.
Through research, we identified trends in the content that brands display in their emails and used these trends to break our templates down into basic “building blocks.” For example, we found that most emails include headers, footers, and evergreen content. For each of these sections, we would first design a default component to work from, and then iterate from this to form a set of variations, so that when we’re using our templates to design an email, we could choose the version of each component that would be best suited to the specific client. The example to the right (or below) shows different variations of evergreen content - a client that offers a few distinct categories of products may opt for the default “3-Column” evergreen section, while a client that doesn’t utilize a ton of product imagery would likely prefer the “Category - List” variation.
Saved Row Folders
Having to build out these components in our builder over and over again became extremely repetitive and time consuming. The addition of Saved Rows Folders allowed us to create and store an archive of “Default Saved Rows” in our email builder. This was a huge time-saver, as clients could easily mix and match these elements with a simple drag and drop to create more variety and customization within their emails.