SurveyMonkey Emails
Soon after our rebrand, I was put in charge of updating all our emails. Although emails are different from web systems, I wanted to create a repeatable system with different components and enough ability to change things so that we can quickly test different design pattern.
Same pattern, different branding
I designed component based system where each component is able to take different colors and typography. SurveyMonkey at the time was divided into SurveyMonkey main, SM Enterprise, and SM Customers. We needed a single system that can handle 3 different branding.
Copy and paste system
Unlike web systems, emails are simple HTML files. However, I figured if we can create different sections in separate HTML blocks, and organize the files by use cases in the shared folder, we can copy and paste components like lego blocks to manipulate the designs.
Testing the design
Having HTML components allowed us to try out many different designs. I worked with our Email Marketing team every week to test the performance of various designs. Eventually we landed on the winning designs that became the standard for all our emails.
Creating New Component Library
I’ve been working with our Email Marketing team for a over two years, testing and creating new components. After the brand refresh, we had to overhaul the component library. It was a good opportunity to compile all the work we’ve been doing, update the branding, and a good excuse to work with our partners to test out new components.
Brand announcement emails
Short, centered hero content (max 2 lines) and CTA at the top tested best for performance. With ability to change background colors, The hero component can feature variety of images.
Triggered email template
Personalized triggered emails based on user behavior. These type of emails required little more content and context for the users. The template allows variety of colors and imagery. Content is styled for legibility.
Current customer emails
Template created for those who’ve become our user. It is a part of the program that teaches users how to use SurveyMonkey. It is a simpler and text heavy template that is intended to be helpful to the users first, and guides them from simple functions to deeper features we offer.
Newsletter template
Based on basic card style layout, this is our monthly newsletter template. The image specs are set to be interchangeable to be used in “Brand announcement email” template, in case we want to cover same topic in announcement emails.
Nurture campaign emails
Template that can cover variety of content depending on which stage the customer is at within the nurture campaign.