marketing technology

Using Marketing Technology to Streamline the Email Workflow

Susan Vorodi Best Practices

Email is a powerful marketing tool that delivers measurable results. It’s a cost-effective medium that can create awareness of your products and services, build loyal relationships with your customers, convert prospects to customers, and drive revenue. And, email is one of the most effective tools for engaging customers and prospects with personalized communications.

Creating an effective email campaign requires excellent writing and design skills, along with responsive coding, targeted marketing capabilities, and compliance with company brand standards. This workflow is notoriously laborious, but emerging marketing technology stacks can help you reduce the time and resources it takes to build emails.

Great email takes time

Though it looks simple, email can be very time-consuming to produce. A typical workflow includes many different stages of development, review, revision and approval, and could involve writers, designers, coders, sales and marketing executives, brand managers, and product specialists. These are the main stages:

  • Develop campaign brief
  • Prepare and review Initial creative proposals
  • Develop and review detailed design and copy
  • Test alternative creative approaches and offers
  • Personalize approved content
  • Code personalized emails
  • Set up email marketing automation
  • Optimize content based on performance metrics

A process like that can take weeks – or longer – to complete, depending on the size and complexity of the campaign. When the pressure is on to use email to seize market opportunities, the lengthy process can be prohibitive. But marketing technology stacks can streamline your email workflow while improving the design and functionality of your emails.

Reduce the timeframe

Fortunately, there are email template builders you can add to your marketing technology stack that can reduce the timescale and allow the team to concentrate on content and creative approach.

Email templates take the guesswork and time of developing or reworking design, giving teams a strong foundation for building a series of emails that are consistent in appearance and compliant with brand standards.

Maintain consistency

That means every email will feature the logo, fonts, and colors consistently and correctly whether it’s produced by sales, marketing, customer service, or an external marketing agency.

Brand consistency is essential. A survey by the New Jersey Institute of Technology found that 90% of consumers expect a consistent experience at every touchpoint and on every device they use. And, they look for consistency before, during, and after a purchase.

Templates ensure that all emails have the same look and feel, making every communication recognizable as a message from the same company.

Speed up personalization

By using a template builder, teams can also maintain visual and brand consistency when they customize emails. It is no longer necessary to create personalized emails manually. The best templates work with a feature called dynamic customization which streamlines workflows.

These templates incorporate sections assigned to dynamic content so teams can quickly and easily personalize greetings, messaging, and content. These sections select names, messages, and content from a database according to marketing criteria. The result is an email customized to the individual recipient automatically.

Simplify multi-device design

More people now view email on mobile devices than they do desktops. That means mobile responsiveness is a critical element in email design, which can increase design and coding complexity, slowing production times. Here, templates provide an effective solution that improves workflow.

The most effective email templates for B2B communications incorporate responsive design so that designers and coders no longer need to create multiple versions for different devices. Using templates with responsive design maintains control over brand standards and ensures that customers will be able to view each email correctly on any device.

Create a memorable customer experience

With the right email templates, you can improve the workflow and ensure a consistent brand experience on every email. A solution like BrandBlox provides a quick and easy way to create branded, responsive emails that deliver results and reduce campaign cost and complexity.