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Technology

The RIGHT technology is crucial for optimizing your email team.
Taylor Engstrom
Taylor Engstrom
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Conclusion
It's no surprise that as email marketing has evolved so has the technology within and around it.

We all know the many email marketing technologies that people use every day.

We also know that technology is crucial in getting the most out of any modern team and its members.

In email marketing specifically, there are infinite solutions for every component of the email campaign process.

The creation. The segmentation and targeting. The deliverability. The reporting and analytics.

For this section we'll focus on the first step in the process - which can actually take the longest for many Modern Email Teams.

For Design

Email design can be optimized in several ways.

As stated earlier, the best course of action is likely to focus on designing the ASSETS in a solution like Adobe Photoshop or Sketch.

Emails can also be prototyped (by the designer or the marketer) in InVision or Sketch.

Canva is a tool that non-design minded marketers can make use of to design assets and prototype emails.

For the very non-technical marketers and email operators, they can use Google Docs or Google Slides to communicate their vision and then pass of to designers.

Lastly, emails can be both protoyped AND perfectly coded in a solution like stensul.

Stensul enables marketers to drag and drop "modules" such as headers, footers, and video sections into their email that are 100% custom to their brand and style guidelines and are tested across every email client so no manual QA or render testing is needed.

For Development

While this handbook emphasizes removing developers from your email creation process, there are several ways to optimize the development process of email.

Most native ESP builders while somewhat technical and robust, enable email operators to NOT touch the actual HTML.

Word of caution however: While ESP builders do in fact create HTML-ready emails, they're not always completely up -to-date with ISP changes and run the risk of breaking for their recipients.

For developers assigned to code emails or marketers learning email code for the first time, there are also solutions such as MJML that allow you to code with guardrails that keep email in mind.

For email teams looking to expedite their QA process, solutions like Litmus and Email on Acid are great for last minute render testing.

Finally, email development can be completely avoided by being leveraging and email creation platform such as stensul.

Within stensul all the "modules" that your team uses to construct your emails - from headers to footers to everything in between - are pre-built and custom to you, and are updated every minute with the latest ISP and device changes so you will never need to code or QA your emails again.

For Project Management

Lastly, email operators can manage the "project" that is email creation with a project management tool such as Asana or Trello or newcomer Airtable.

They can use solutions like Google Sheets or Excel to manage their UTM codes and campaign tags as they scale out their email campaigns.

If these same operators are using stensul, they can also make use of the built-in Approvals & Commenting feature to stay aligned with team members as they create emails and garner final sign off before sending.

Summary

As we can see, there are a ton of tools your team can make use of to both optimize their time and increase their output.

From nifty point solutions to game-changing all-in-one platforms, technology is an essential building block of increasing team efficiency and decreasing time-to-send.

Thanks for reading!

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