7 Aspects of Email Generation You Screwed Up Last Year
Ready to move into 2019 and assess where you went wrong last year? Here are some big mistakes you may have overlooked.
The average enterprise marketer spends more than 180 hours per year creating and sending emails. Despite all the hours invested, mistakes still happen.
Brands continue to use slow, complex, and expensive processes to generate the emails their diverse business units need, whether it’s across one market or 20.
Here’s a closer look at the seven most common aspects of email creation your company probably screwed up last year—and how to fix them.
1. Sending emails with broken or incorrect links
Your email may intend to drive traffic to your site, promote products, or guide your audience to take action.
But when your team is relying on link tracking in spreadsheets and going through a manual process to test each email, mistakes are easy to make.
A broken or incorrect link doesn’t just annoy your subscribers, it negates the objective of an email and hurts your reputation.
2. Creating less engaging emails due to long wait times for changes
Realized you want to tweak the image you chose for an email? Get ready to wait.
Creative teams often get requests for last-minute changes, such as cropping an image or resizing the aspect ratio to fit a template.
Is your design team operating on a ticketing system? It could take a designer days to resolve even simple requests, which is problematic if you’re on a schedule.
3. Branding breakdowns and inconsistencies
Distributed marketing teams know that despite their best efforts to provide clear brand guidelines and consolidated file repositories, branding breakdowns happen.
Just like sending broken links, using the wrong logo or an outdated color palette erodes the brand you’ve worked hard to build—and it can get your marketing team into hot water with key stakeholders who just want the problem solved.
4. Sending non-responsive emails to mobile-first customers
According to Marketing Land, 66% of emails in the U.S. are opened on mobile devices.
Think about how long it takes to test and proof each email you send on the 40+ most commonly used mobile devices, plus new models hitting the market on a monthly basis. For many brands, the answer is “long enough that we skip testing.”
5. Falling victim to “failure to test”
Now think about not just testing each email, but A/B testing each email.
“Always be testing” is basically the mantra of the marketing world, but many brands skip this step because it takes too long to create multiple versions.
A/B testing headlines, layout, design, and other elements is critical in moving the needle on customer conversions.
Without the right solution, it’s impossible to run the multivariate tests or predictive personalization today’s audiences demand, leaving major financial opportunities on the table.
6. Spending too much money on email creation
How much are you spending on outside agency services, external developers, add-ons, and multiple systems?
For some brands, scaling email campaigns isn’t feasible thanks to the high costs, even when they drive a significant ROI.
Consider bringing the bulk of the email creation process in-house and limiting the time spent building each email. This puts your team in the driver’s seat while speeding up creation time.
7. Relying on a single person who knows the system
When only one person understands the intricacies of your email technology stack, that’s a problem. Being so single-threaded puts your team at risk.
If they happen to be out of the office or busy with other responsibilities, it becomes challenging to send emails on schedule.
With a global marketing team, this creates a long queue of requests, and places the burden on your single point of failure.
A more effective solution would empower marketers to generate their own custom emails on their own time, bypassing the bottleneck.
To learn more about how stensul is helping companies like Disney, YouTube, and Samsung reduce email production timelines and costs by up to 90%, contact us today.