Standardize Data and maintain CORE email creative functionality running Alpha locally

Phase 1

Studio + Core for Brand Integration

• User: Design and Copywriting teams can apply one to many brand characteristics and mass produce creative against our standard layouts

• User: Email Engineering can hand copy and dup those to make any necessary edit or integrations

• Goals: to replace the Brand Integration stage from Email Engineering

• Does not create custom needs for blocks, that would still be supported by email engineer

• Feature: Couple be enabled to export creative and perhaps legacy feed integration, could enable the ability studio preview placeholder dynamic content

Requirements

1. Standardize creative entities: data structures and naming, across all channels based on:

   • Theme

   • Copy and text

   • Elements and Layout

2. Standardize expected CX experience by user

   • Brand Integration ~40% automation

   • Brand Starter Theme ~40% automation

   • Promotional Themes ~10% customization

   • Creative Visual Edits ~10% fit & finish as Custom Styles

3. Collate a standard creative experiences in Design Creative Lookbook

4. Generate Production Quality code

Phase 2

Studio + Core with proper API

• User: Design and Copywriting can make all creative that are ready for Email Picker Tool in CORE

• User: CS Professional can pick from a near production ready list of creative that they can make minor copy or strategic edits to

• Goals: replace as much of the Email Engineering as possible outside of custom code

Blocks are "custom" email blocks of hard-coded html, supported by Beta UI for Clients and Brand Integration

Requirements

• Stand-alone Service

• Store creative reusable entities in DB

• Beta External UI for Client User Functionality

  1. Quick, Simple and Powerful Hero Block Swaps (first of future Dynamos) at Campaign Level

  2. Creative Copy Edits of other Dynamic Copy

     • Pick and swap pre-built Copy

     • Custom Edits of flagged Dynamic Copy

     • Quick Edit Brand snippets

  3. Functionality

     • Raw data, import/export CSV

• Beta Listing Pages UI for Brand Integration Functionality

  1. Managing, Listing and Picking of Creative Entities

     • Copy, Blocks, Layouts, Creatives, Sequences

  2. Brand Integration UI to manage re-useable string variables

     • Color, Fonts, Images, Text Snippets, Configuration

  3. Set status on Individual Creative Entities

     • Active, Ready, Draft

• Creative CX

  1. Standardize Creative naming conventions

  2. Standardize variable naming conventions

  3. Standardize email creative layout standards, 2021Q1

  4. Standardize email copywriting standards, 2021Q1

  5. Establish standard email sequences/strategies per module, 2021Q1

  6. Brand Integrate list of test Clients

Phase 3

Studio + “Stories”

• User: Design and Copywriting can make creative in groupings pre-prepared for Series level integration

• User: CS can choose wholesale bulk creative sequencing to support their “Stories” level of strategy, cross channel + cross device

• Goals: Modularization fully realized with Replacing and Swapping Blocks and elements.

• Goals: Ability to embed common Brand Voice and Creative Strategy = Sequence Email Capture, Matching Trigger Email, Re-engage email + postcard + SMS + Ad Unit

• +Features: Curated Custom Blocks