Email Workflows that Work: 5 Trends to Help You Build Better Emails Faster
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The document discusses key trends in email marketing workflows based on a survey of nearly 3,000 marketers, highlighting five recommendations for improving email creation processes: adopting project management software, creating email briefs, embracing modular design, streamlining review processes, and rationalizing email platform usage. It also outlines the importance of effective project management, the benefits of modular email designs, and the dynamics surrounding email service provider consolidation. The findings aim to guide marketers in making smarter investments in their email marketing workflows for enhanced efficiency and customer experience.
Email Workflows that Work: 5 Trends to Help You Build Better Emails Faster
- 1. Email Workflows that Work 5 Trends to Help You Build Better Emails Faster
- 2. Litmus surveyed nearly 3,000 marketers about all aspects of their email marketing programs, including how they plan, design and code, maintain quality, review and approve, and send their emails. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 3. We published those findings in our 2018 State of Email Workflows report, which provides data-based evidence of current practices and trends in email creation. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 4. The report highlights 5 key action items: ● Adopt content or project management software to help plan your emails. ● Create an email brief for every email you build. ● Embrace modular email design. ● Streamline your review and approval process. ● Rationalize how many email platforms you use. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp 1 2 3 4 5
- 5. Over the next 50 minutes, we’re going to explore each of those recommendations, giving you practical how-to advice. We’ll also share details about how Litmus puts each of those recommendations into action. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 6. Your workflow is an expression of the investment you make in every email. So let’s talk about how marketers can make smart investments in their email marketing workflow to improve efficiencies and the customer experience. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 7. Chad S. White Research Director at Litmus Author of Email Marketing Rules #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Jason Rodriguez Community & Product Evangelist, Litmus
- 9. What is project management software? It’s used for project planning, scheduling, and resource allocation. It documents progress and issues, and allows collaboration and communication between project members. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 10. Nearly 69% of brands use software other than or in addition to spreadsheets, calendars, and docs from the likes of Google, Microsoft, and Apple to plan their email content. That’s up from 49% in 2016. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 11. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 12. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 13. The shift indicates the… ● Growing complexity of email campaigns ● Growing integration of email with other channels in omnichannel campaigns ● Growing number of people involved (directly or indirectly) in email #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp 1 2 3
- 14. How does Litmus manage email projects?
- 15. The complexity of Litmus has grown #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Simple Broadcast Ad-Hoc Broadcast Transactional Weekly Sales Notifications Conference Webinar Reports A few years ago: Today:
- 16. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 17. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Categories for status: ● New Requests ● Queued ● In Progress ● Completed ● Reporting ● On Hold ● Resources
- 18. Email Briefs
- 19. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp What is an email brief? It’s a description of the goal, audience, key performance indicators, and other elements of an email a brand is creating. It keeps practitioners and stakeholders aligned.
- 20. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 21. Marketers who describe their email marketing programs as successful are 81% more likely than those at less successful programs to create an email brief for every email they produce (24% vs. 13%). #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 22. Your email brief should answer... Who should get this message? What action should subscribers take? Why will they take that action? When should they receive the message? Where are they likely to read the message? #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 23. How will you measure this email’s success? Is this email part of a series of messages or a subscriber or customer journey? Do you have supplemental material that’s important to answering the other questions? #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 24. For an in-depth look at email briefs, check out How to Define the Goal of Your Next Email Marketing Campaign and download the Email Planning Workbook discussed. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 25. How does Litmus create email briefs?
- 26. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 27. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Captures: ● Requester ● Title ● Type of Email ● Time Frame ● Target Audience ● Goal ● Reporting Requirements ● Supporting Files Email Request Form
- 28. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Email Brief Docs
- 29. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Email Brief Docs Content Captures: ● Goals ● Tracking Information ● Deadlines ● Audience (List + Suppression) ● From Name ● Subject Line + Preview Text ● Copy ● Conditional Content ● Initial Feedback
- 31. What is a modular email build? It’s a method of creating emails that involves pre-made code blocks that then get updated with new content specific to each email. WYSIWYG modules, snippets, and partials are the building blocks of modular emails. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 32. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 33. The chief benefits of modular designs: ● Fewer typo errors ● Quicker building ● Standardizes how your team codes #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp 1 2 3
- 34. What is a snippet? Snippets are modules of reusable code that can be inserted into a new email and then customized for that particular email. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 35. The highest voted snippets in litmus.com/community/snippets: ● Remove Blue Links on Apple Devices ● Hidden Preheader Text ● Remove Download Icon from Images in Gmail ● Bulletproof Button - Border-Based Approach ● Generic Styles for Mobile Hide/Show/Full-Width #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 36. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 37. What is a partial? Partials are global, dynamic, reusable blocks of code that can be used across multiple emails. Partials live globally and any change made to a partial will apply to every single email where that partial is referenced. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 38. Partials can be used to update: ● Headers ● Footers ● Seasonal promotion blocks ● Content block of personalized content or product recommendations #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp 1 2 3 4
- 39. Partials are particularly powerful for programs with lots of automated emails. Currently, more than 13% of email programs generate the majority of their email revenue from triggered and transactional emails. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 40. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 41. For an in-depth look, check out Automate Your Email Builds in Two Ways: Snippets vs. Partials. Find dozens of useful snippets at litmus.com/community/snippets #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 42. How does Litmus build modular emails?
- 43. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Header Body Copy Footer
- 44. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Module Element Trigger Type Trigger Header Partial {{header}} Body Snippet table + TAB Copy Snippet paragraph + TAB Footer Partial {{footer-account}} Mapping Modules
- 45. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 47. What is a review and approval process? The generally iterative process of collecting feedback and making changes to an email until it’s final and ready to be sent. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 48. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 49. Marketers who describe their email programs as successful are 33% more likely than those at less successful programs to say their email review and approval process is appropriately rigorous (65% vs. 49%). #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 50. Some of the key factors that influence review and approval processes: ● Involvement of executives ● Involvement of other departments ● Lead times on email approvals #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp 1 2 3
- 51. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 52. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 53. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Departments that generally make review processes more burdensome
- 54. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 55. For an in-depth look, check out our Litmus’ executive summary on How to Improve Email Review Cycles and Email Approvals. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 56. How does Litmus approve emails?
- 58. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 59. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Centralized Approvals with Proof One tool to rule them all: ● Email-Specific Previews ○ Desktop, Mobile, Plain Text ● Live Emails ● Subject Line + Preview Text ● Version History ● Threaded Comments ● @ Mentions ● User + Group Invitations ● Email Notifications
- 60. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Dozens of Slack messages Dozens of emails Messy version history Manual test sends for different versions of email
- 61. ESPs Used
- 62. While brands continue to have hundreds of email service providers to choose from, the ESP industry continues to show clear signs of consolidation. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 63. For example, the top 10 ESPs used by our respondents now have nearly 63% market share, up from 58% in 2017 and 56% in 2016. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 64. Moreover, just 21 ESPs have at least 1% market share among our respondents, down from 22 in 2017 and 27 in 2016. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 65. What’s driving the consolidation? ● Continued M&A activity among ESPs ● Declining use of homegrown email marketing platforms ● Fewer brands using multiple ESPs 1 #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp 2 3
- 66. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 67. For an in-depth look, check out Litmus’ 2018 State of Email Service Providers report. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp
- 68. How does Litmus use email service providers?
- 69. #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Previous Litmus ESP Usage Broadcast Emails Transactional Emails App-Triggered Emails Ad-Hoc ESPs Code Editors Code Repositories Various Build Tools
- 70. Current Consolidation #LitmusLive @ChadSWhite @RodriguezCommaJ @LitmusApp Broadcast Emails Transactional Emails Litmus Builder
- 71. ❏Project management software ❏Email briefs ❏Modular designs ❏Streamlined reviews ❏ESP rationalization #LitmusLive @LitmusApp RECAP The Top 5 Email Workflow Improvement Opportunities
- 72. Questions? You can find all of Litmus’ State of Email Survey Research at litmus.com/stateofemail