motion / illustration / ARt direction
Salesforce Email 360
Intergrated campaigns and brand illustrations
Context
Agentic AI represents the third wave of AI, moving beyond copilots and chatbots by offering autonomous decision-making and action-taking capabilities.
The future of AI is here and it’smoving fast.
The Challenge
73% of customers expect better personalization as technology advances.
But only 49% feel brands today deliver meaningful value with their data.User Open Rate is improving,but we could bebetter.
The opportunity
We must transform how we connect withour customers, starting with smarter, AI powered email experiences.
The Challenge
How might we demonstrate the power of hyper-personalized email experiences powered by the C360 Truth Profile and Agentforce?
Product Director: Bobby Sabnani
Strategy & UX: Jess Martin
Design: Laetitia A,
Account Director: Ian Applegate
Discovery
We analyzed key insights from Salesforce research, conducted interviews with internal stakeholders to identify gaps, explored Salesforce’s AI ecosystem, and explored the evolving demand for personalization in the industry.
Personas and journey creation
We focused on identifying key personas and mapping their unique journeys across 3 main experience flows in order to
understand their needs at every stage. We connected these journeys with AI-powered capabilities to ensure every touchpoint felt personalized, relevant, actionable.
Goal
To deliver hyper-personalized email experiences that build trust, drive engagement, and enable customer success at scale.
Strategic approach
Generic email campaigns → Hyper-personalized email experiences.
The vision
Create a smarter, always on, always optimizing email pipeline that connects with people using the power of AI.
Strategy
We’ll look at six key areas for experience optimization
1
Predictive content recommendations
Ensures that every email delivers tailored values that aligns with the user’s role, stage, and needs.
2
Context-aware triggers
Ensures that every email delivers tailored values that aligns with the user’s role, stage, and needs.
3
Next-best action guidance
Makes every email actionable and
helps guide users seamlessly through
their journey, reducing friction.
4
Dynamic personalization at scale
Provides a hyper-relevant, humanlike experience, ensuring every message feels tailored to the user
5
Proactive engagement & nudges
Drives user progress, increases adoption, and fosters engagement throughout the journey.
6
Measurable feedback loops for optimization
Ensures emails evolve over time to deliver increasing relevance, value, and success.
Where I come in:
After the UX & Strategy were fully set, I took the the email wireframes and fleshed out the designs.
Designs
Through thoughtful design choices and a focus on personalization, we created visually appealing, user centric templates that enhance engagement, communicate value, and reflect the power of AI-driven experiences.
Journey 1 - Attending an event
Pre-event
Context
In preparation for attendance, our personas receive personalized emails preparing them for their day tomorrow.
Next-best actions
Agentforce recommends experiences we know they will love
Content-Aware Context
Suggested agendas organize their day based on their interests and goals
Journey 1 - Attending an event
At event
Context
The day is here! They’re all looking forward to a keynote session around Agentforce. Their agenda triggers notifications across channels to keep them informed.
Follow up
Directly after the session, they are provided unique follow up summaries tailored to their roles.
Dynamic content
Our users get a personalized recap by Agentforce with specific themes they heard
Context-aware guidance
With resources they can access for further exploration and learning.
Context
Their agenda triggers notifications across channels to keep them informed.
Their agenda triggers notifications across channels to keep them informed.
Next-best actions
As well as nudges to continue to explore the Salesforce ecosystem
Journey 1 - Attending an event
Post-Event
Real-time triggers
An Agentforce recap summarizes their experience in a meaningful way.
Seamless and connected experiences
Personalized resources are surfaced for continual engagement
Onboarding
→
Progress insights
→
Usage nudges
Next-best actions
And opportunities and events based on their interests and roles are recommended.
Journey 2 - Product-led growth
Onboarding
Context
Our Sales Leader, has just begun a Starter Suite trial. He spends some time setting up, but isn’t sure what to do beyond the basics.
Context-aware triggers
He receives a dynamic email that guides him through in-product actions he should do next.
Onboarding
→
Progress insights
→
Usage nudges
Dynamic content
Smart recommended content dynamically updates to where he is in his journey.
Smart guidance
He is empowered to set up his trial to go beyond what he thought it could do.
Journey 2 - Product-led growth
Progress insights
Context
Logan has been using his starter trial for a few weeks. His time on trial triggers an email that highlights all the great progress he has made.
Onboarding
→
Progress insights
→
Usage nudges
context
Product insights adapt to where he is in his trial, delivering nudges back to product to continue optimizing.
Journey 2 - Product-led growth
Post-Event
Context
Logan is coming up on the end of his trial and wants to get the most out of it. His Agentforce profile recognizes there are some actions he hasn’t yet tried yet.
context
He gets an email summarizing his impact so far…
context
He gets an email summarizing his impact so far…
Onboarding
→
Progress insights
→
Usage nudges
Journey 3 - Product-led growth
Buyer-group deal
Context
A large enterprise team is exploring new solutions for AI integration.
Orchestrating their team needs around one product solution is a major need.