Dreamforce is the world’s biggest technology conference, attended by thousands of professionals across many industries. After it was over, it was up to my team to send out a series of follow-up emails to attendees. The goal was to convert attendees into sales leads.
I repurposed the artwork used in the event, and worked closely with our email developer to build a visually impactful and engaging email.
I wanted the email to be bright, bold and beautiful and capture the attention of our audience one last time before the dazzle of Dreamforce completely faded away.
The email is built on a thoroughly A-B tested “z-layout” framework. It incorporates CSS visual enhancements and is coded using the latest accessibility standards.
Email Monks, now rebranded as Uplers, awarded us for our email design. It always feels good to be recognized by colleagues for hard work. So, we were thrilled when our email placed in the top three for that year.
We used event data to deliver personalized emails to attendees. My team defined fourteen segments based on this data and Salesforce’s product catalogue. The goal was to offer attendees content based on their product interests. Their session attendance and booth badge scans let us know what these interests were.
Since an attendee might have multiple product interests the email is made up of multiple offers. Fourteen segments plus three offer slots is forty-two different offers (if you’re keeping track).
Several teams worked on defining the messaging for every offer. I curated and edited over forty distinct images to map to each offer. These assets were then used to dynamically populate the email offers.
