Sending automated emails using new case template framework
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With the new case type templates, and the out-of-the-box case types that use these templates, you can modify the Send intake notification template in the Intake stage and the Send resolution notification template in the Resolution stage. The image below shows the Send intake notification shipped OOTB. Similar automatic notification steps can be added to various stages in a case life cycle.
Customer service ships email templates out-of-the-box(OOTB) which captures most of the best practices we describe below for email. Implementation guide captures the steps on how to add an outbound email notification using the case template. In this article we showcase how any outbound email can leverage the templates and factors to consider for outbound emails.
Best practices to consider with any outbound email notification
- Email clients: Customer service considers some of the popular email clients like outlook, gmail and aws mail. These email clients present peculiar challenges when HTML rendering is enabled. The formatting errors in the clients has to be tested based on your audience's prefered email client. You can check the current email client usage trend at http://emailclientmarketshare.com/
- Email client form factor: The web and mobile form factors are considered. Also the dark mode in mobile has to be considered for the way the email is rendered.
- Web look-n-feel: Here the information is centered with other portions deliberately left blank. This is done so that the rendering is uniform across all form factors.
- Mobile look-n-feel: The full horizontal space is used in the mobile form factor.
- Subject line: Short ( < 50 characters with spaces) subject lines are recommended. Short subject lines convey information quickly. The other added advantage is that the notifications will also be impacted because of the Avoid dynamic text in the subject unless the length of the dynamic text is fixed. Per HubSpot, 46% of the emails are read on mobile. Information beyond 60 characters definitely gets chopped off.
- First line of email: The first line of the email is displayed along with the subject line in the notifications for end customers. It is recommended to place the key information in the first line.
- Header logo: Logos as images have known to cause issues. It is best advised to use a combination of div and text (as used in the template) for easier rendering across all email clients. Some clients disable image download by default. The best way to
- Tip: Store images on content delivery network (CDN) as most email clients allow links but not actual images as part of the email communications.
- Linking Knowledge Management(KM) articles: In the samples above you will see KM articles being showcased dynamically. However, one needs to be careful and have an upper limit to the number of articles as this may result in an overflow especially with the mobile form factor. Limiting to max of 3 knowledge articles can be a best practice.
- Signatures; Multiline signatures increase the length of the emails. Text based single line signatures (2 line at best ) are recommended. Images in signatures are again not recommended. If images need to be used, again CDN hosted images are recommended.
- Legal clearances and disclaimers: The samples shipped OOTB as for demo purposes only and the disclaimers are reference text only. However, before sending the emails, please consult the legal team and add all the required clearances. Emails with marketing content, invariably is subject to The CAN-SPAM Act of 2003. If applicable, as part of this act you may have to additionally implement unsubscribe button
- Beware of spam filters: If you send email campaigns for long enough, you’ll eventually run into spam-filter issues. As a rough estimate, consider keeping 2 scrolls length in a standard mobile phone.
- Test, Test and Test!: Use A/B or Multivariate Testing to learn how changes to your content affects delivery and engagement.