In this case, I will tell you how we optimized mailing production for a large Russian bank. It will be useful for companies that send more than 10 letters per a master template month or work with several designers at the same time.
Due to NDA we cannot show real materials, so the telegram data article will contain their fictitious analogues
Task
The client wanted to solve two related problems:
- Heterogeneous design
- The letters were created by several contractors, so the appearance varied — both between departments and within the same series. Even here is an example of a multilingual xml messages of the same type could have several design options. This reduced brand recognition in the mailing, which, in turn, hurt conversion.
- Costly production
- Each letter was made from scratch, and a master template it was necessary to check against many different samples. It was time-consuming and expensive.
Standardization
We studied the brand’s letters, found key flaws and corrected them step by step.
First of all, uniform standards were introduced — in particular, for the modular grid. From now on, all sizes of blocks, texts and indents are multiples of lithuania phone number four. Thanks to this, the number of possible sizes has decreased, which is convenient for layout. At the same time, a grid with a module size of 4 px is quite flexible — it does not limit the creation of new blocks.
Design system
Based on the standards, we have developed a mailing design system. It contains color solutions, sizes and text styles for all typical letter elements.
I would like to highlight the preparation of fonts separately. I suggested Arial as the main one. At EMAILMATRIX, we always strive to use system fonts in our mailings, as they are displayed correctly on all types of devices.
Unlike websites, you can’t attach any font you want to a letter: the user needs to have it on their device. The subscriber most likely won’t have your branded font. In that case, a standard one will be displayed instead — with a different width and height of letters.
These differences can cause layout issues, especially if the email contains blocks with reordering or fixed width and height.