How Dell Simplified Email Template Design to Improve Engagement
“Our main focus [in email marketing] is making sure we’re saying the right thing at the right time to the right person,” said Jessica Vogel, Global Marketing Consultant, Dell.
Having an efficient and effective direct marketing vehicle such as email is critical for the success of Dell’s sizeable direct business. Jessica is part of a team that continuously focuses on email user experience and channel optimization through efforts like responsive design, dynamic content and engaging content integration.
As the email vehicle has evolved into a complex and highly automated direct marketing medium, the team audited its email program (including customers’ mobile and desktop preview-pane experience) and discovered a key challenge to email engagement — its legacy email template.
