Art Van Furniture
Digital Campaigns

Graphic & Digital Design Salesforce Marketing Cloud Front-End Development

Timeline

9 months

Roles

Graphic & Digital Design Email Development Campaign Strategy

Deliverables

Email Designs Email Development in Marketing Cloud Landing Pages in Salesforce Commerce Cloud Reporting and Analytics

Overview

I joined the Art Van team during their digital transformation in 2018. I worked within the Digital Marketing team designing emails, developing them, and creating landing pages for campaigns.

Where I Come In

I designed emails and digital graphics such as web banners and social media images. I also developed the email code and applied A/B testing for content blocks and subject lines.

Picture of Art Van campaign web banners with a newspaper insert laid over top

Objectives

Coming to Art Van, I helped establish digital marketing best practices such as:

1 Make more web-accessible email designs and leverage dynamic content.

2 Create and define landing pages relating to the campaign to take users to more focused content.

3 Entice the user to click on the email by not showing every product in the email.

4 Leverage the customer journey to enhance the experience.

5 Implemented A/B testing in emails to increase conversion and open rates in Content Builder and Subject Line testing.

6 Worked with the social media and web teams to produce web banners for various campaigns and offers.

Process

Campaign Details & Creative

Since the print team has to work ahead of the digital team, we would receive the campaign assets and print files from them. It was our job to use those creative files and elements to develop additional marketing and landing pages on the digital side.

Art Van Grand Opening Event direct mail piece

Deliverables

Web Banners & Social Media

I designed web banners and social media images for each campaign. The web banners were our highest converting Google Ad sizes and sent to an external team for implementation.

For the social media campaign images, I would make the optimal size for each platform while keeping the campaign look the same. Those images were then sent to our social media team who would schedule them.

Animated mockup of 4 web banner sizes for Art Van's Tent Sale

Emails

I helped design and code responsive emails in Salesforce Marketing Cloud. I also helped define the email journey in Journey Builder, and implemented modern email best practices such as using alt text, slicing the images in the emails for responsive design, and utilizing text versions of emails for accessibility.

Landing Pages

We had product categories and sale items for each campaign that was managed by our merchandising team. Using the capabilities within Salesforce Commerce Cloud and filters within the URLs, we created more targeted pages for our campaigns.

Outcomes & Takeaways

We increased the open and conversion rates for email, making our digital campaigns more effective.

I received compliments from upper management on my planning and execution of the Friends and Family campaign. They were impressed with the design and overall experience provided by the digital pieces.

Art Van Furniture Digital Campaigns

Overview

Where I Come In

Objectives

Process

Campaign Details & Creative

Deliverables

Web Banners & Social Media

Emails

Landing Pages

Outcomes & Takeaways

Art Van Furniture
Digital Campaigns