How agile electronic mail groups keep away from slipping into sloth mode

0

It’s International Sloth Day! Yes, there is an actual day devoted to those beloved, cute, slow moving mammals that love to sleep and hang upside down. But don’t use this day as an excuse to get lazy with your email.

The sloth life is a leisure life, but it is definitely not a model for creating and managing successful email marketing campaigns. Unfortunately, most marketing teams find themselves stuck in “sloth mode” trying to move email campaigns from concept to delivery.

Research by Stensul shows that 80% of brands say it takes at least a week to create a single email. Meanwhile, Email on Acid found that fewer than a third of the email marketers surveyed can create an email campaign in less than a week.

Everything about the email creation and delivery process can feel like it’s going to slow motion and turn upside down (especially for nervous executives). It takes too long to compose a single email. The review and approval process takes forever. Testing is an afterthought, if it is even considered. In the meantime, email marketing tools don’t integrate with other platforms and offline collaboration is separated.

How do email marketing teams avoid sloth mode? It requires a concerted effort across all levels. From email development and testing protocols to enabling collaboration between teams, marketers need to stay agile

Stensul and Email on Acid have put together the following pieces of advice to keep your email campaigns from going into sloth mode:

Design an Agile Email Creation Process: No Sloths Allowed

Sloth with a donut

Marketing operations teams juggle an endless stream of inquiries when it comes to their email marketing programs. Some of us are stuck in ineffective solutions that don’t offer an agile email creation process. Often times during email creation, copywriters and designers work on separate platforms without integration, and collaboration between teams is difficult at best.

Teams create emails on the fly without creative guard rails. There is little control over adhering to brand guidelines and regulations. The lack of “no-code solutions” also means that at every step you need a developer to compose and recreate emails that need to be sent: “ASAP!”

Email marketing teams are between a rock and a tough place. They’re trying to push campaigns across the finish line while managing an ineffective review and approval process. With so much confusion, the whole process is losing momentum and campaigns go straight into sloth mode before they even get a chance.

What if there was an easier way? One that includes an agile approach to email creation?

Stensul provides marketing operations teams with a single platform that anyone in the marketing organization can access. With a no-code platform, teams can create emails in a collaborative environment following built-in guard rails to keep everyone within branding guidelines and regulations.

By offering a truly agile email creation platform, brands can create emails in less time without adding staff or sacrificing quality. Campaigns are run rationally from concept to delivery, and everyone is much happier.

Keep your email testing as agile as the email creation

Sloth does email analysis

As with the email design and development process, marketing teams must avoid sluggish behavior when testing and delivering email.

According to the Email Errors Survey, 60% of teams that skip tests have sent at least one email with a costly error in the past year. The survey also found that most email marketers who do pre-deployment testing use a manual process. You send emails to colleagues and ask them to review them in various browsers, clients and devices. Unfortunately, that still leaves a lot of room for human error.

“As the team size increases, so does the confidence that emails are error-free. Heavier senders – brands that send more campaigns in less time – are more likely to send errors in emails. “

Error Emails: The Final Report (Holistic, Email On Acid, 2020)

According to the Email on Acid report, “Copy errors, incorrect links / CTA, and incorrect audience are the most common mistakes”.

To keep email testing and deployment tactics current and agile, marketing operations teams need to go beyond manual processes. Email redelivery testing is one area that can be improved.

Email on the Acid platform provides email readiness capabilities to automate the testing process prior to deployment. The automated campaign pre-screening checklist does the work for you. That means your email team can focus on improving strategy and design.

Working together is key to avoiding sloth mode

The real test to avoiding sluggish email marketing tactics is collaboration. While sloths tend to lead lonely lifestyles, email marketing teams need to work together. An agile email team needs to work with other departments or business units. By enabling clear cross-functional communication, email campaigns can move through the production process faster, with everyone on the same page and aimed at the same goals.

The only way to have an effective collaboration process is to implement email marketing platforms that anyone can access. No-code features, intuitive user interfaces and extensive integration functions are a must when choosing technologies that promote collaboration. This is especially important as marketing teams and companies generally use remote workers.

Stensul and Email on Acid both designed their platforms to provide a collaborative work environment – not just for the marketing operations teams who manage email marketing programs, but for anyone in the company who might be involved in the process are.

Speed ​​and automation don’t mean bad emails

Some marketers may fear that adding platforms designed to speed the process and automate tasks will only result in a higher rate of email errors and missteps. To survive in today’s business climate, speed is essential. As McKinsey recently reported, faster companies far outperform others when it comes to profitability, operational resilience, and organizational health and growth.

The truth is, acting fast doesn’t mean you have to break things to achieve your goals. Tools that enable speed and automation reduce the risk of errors that occur when your email marketing processes get stuck in the manual. Automated processes are consistent and repeatable.

Implement email platforms that allow flexibility and productivity

Sloth waves hi

To really avoid the sloth mode of email marketing, marketing teams need agile platforms that enable productivity while reducing errors.

With so many email marketing platforms, it’s easy to get lost in the mix. Stensul recently reported on Workfront’s Global Marketing Survey which found that 75% of marketers are frustrated with ineffective platforms that offer no value.

A truly agile email marketing process relies on integrative marketing technology that enables teams to work in a collaborative environment with features that streamline the process.

Stensul and Email on Acid are perfect examples of agile platforms working together. Teams can compose their emails in less time with fewer resources with stensul and then quickly test their emails using email on Acid’s email readiness platform. This drastically reduces the pre-verification routines and eliminates deliverability issues.

Coupled with these platforms, there’s more than just stopping your email team from going into sloth mode. You’ll also improve your email marketing performance – you’ll save thousands of dollars in production costs while increasing your return on investment in email.

Author: Noah Dinkin

Noah Dinkin has been both a client and a consultant / advisor to marketers for over 15 years. By focusing on digital channels and using technology to increase effectiveness and efficiency, Noah has helped create B2B / B2C marketing programs and structure marketing processes for some of the largest and most admired brands in the world. As CEO of stensul, Noah is excited to bring innovations to marketing organizations to help customers achieve meaningful business results.

Author: Noah Dinkin

Noah Dinkin has been both a client and a consultant / advisor to marketers for over 15 years. By focusing on digital channels and using technology to increase effectiveness and efficiency, Noah has helped create B2B / B2C marketing programs and structure marketing processes for some of the largest and most admired brands in the world. As CEO of stensul, Noah is excited to bring innovations to marketing organizations to help customers achieve meaningful business results.

Leave A Reply

Your email address will not be published.