In addition to paid subscription services like AARP’s Staying Sharp brain health program, they also offer many free tools and services to members, such as the Work & Jobs Digital Skills Inventory. This free tool is offered through the website to help 50+ individuals in the work force to sharpen up on skills commonly sought out by most employers. The online program offers ways to stay current and fine-tune skills in areas like using Microsoft software, re-tooling your résumé, interviewing, and more. This email is sent to members in the job market that may be interested in boosting their skill set, and it drives to a service that can help them do just that. We saw that this campaign performed well, which was attributed to the messaging, the target audience, the attractive design, and of course, the ease of being able to access it from any device as it is a fully responsive email.
This email was set up and deployed through the Salesforce Marketing Cloud platform. Formerly Exact Target, SFMC is a very powerful email delivery system with a huge array of features for how an email can be set up and how it is deployed. AMPscript, a scripting language used inline with the HTML to populate dynamic data, is being used for very simple personalization for the opening greeting. It is also used to populate the global footer from AARP’s account on the Salesforce Marketing Cloud platform. The content in the footer will display in either English or Spanish, depending on the data and preferences for each user receiving the email.
NOTE: Examples of responsive views of how email is displayed in both desktop and mobile environments are displayed in the image above.
My roles and responsibilities: HTML email development, testing and preparation for deployment.