An email design system can save hours every month spent on coding and designing the perfect email marketing campaigns. You and your team should be focusing on content to make sure that your brand identity is consistent and clear. When your business has strong brand messaging, consumers can easily identify with it and feel secure that they get the product and service they expect every time.
How Does an Email Design System Streamline Email Marketing?
In the most basic sense, an email design system streamlines your marketing output significantly because you work from a variety of email elements that are already designed and approved. Instead of designing a bespoke layout for each email campaign, you can select the style that works best for your current campaign, fill in the content, and send it out to your target audience. There’s a whole host of other reasons that implementing an email design system can make a digital team’s lives much more straightforward.
Your subscribers should be able to recognize an email sent by your organization just from the design. If you’re simply relying on the logo and send name, even if using the brand new BIMI email specification, then many other marketers are significantly ahead of your brand. Brand identity is about more than a name and an avatar. The more precisely and effectively you can inspire brand recognition, the easier it will be for your target audience to connect.
Automation is one of the ways to manage communication, because automated systems ensure that every team member is communicating within the same platform and able to track email progress in real time. Your focus as a leader should be on implementing brand guidelines — not ad hoc checking over and over that each employee is communicating consistently through email. With an email design system, you can rest assured that everyone’s output is in sync.
When it comes to email workflows, it’s not necessarily writing the content that takes lots of time. In fact, research has shown that design and coding are two of the most time-consuming tasks in the email workflow process. Have your team become more efficient while saving time and money spent on those two areas.
If each email is designed from scratch in your company, including coding and design, you need to start thinking about scale. Email marketing has experienced continued growth due to mobile phone culture, which means pretty much everyone has access to email during every waking hour. Many of us scroll through emails absent-mindedly, which is a huge plus for clever content creators. However — it’s unlikely your subscribers will stick around to read the content if they’re put off by the email design.
How Do Email Modules Further Streamline Email Creation?
Email modules are essentially email templates if they were broken down into pieces. Once you have email modules, you can quickly build an email using an easy drag and drop email builder. Once you’ve got a range of complete email designs you’re happy with, keep consistency in mind. It’s effective for most teams to have ten to twenty email modules to use for different campaigns and purposes. They let you express your brand’s identity at speed, without the need for time-consuming email coding.
For instance, an urgent alert email should use a more minimal design style than one that promotes your seasonal offerings. Modules for each email type or theme should live where creators can easily access and edit them.
That’s right, it’s that word again: consistency. When it comes to brand governance, guidelines need to be in place from the day anyone makes contact with your brand. While there are some things you can adapt and change, you must keep your message and core brand values and feel (experience, as some might say) intact.
An email design system and email modules can be one of the best ways to accomplish consistent brand identity. Your entire team will be able to quickly and easily use the email design system’s modules, ensuring that you can focus on training them to use the right tone and effective language with customers instead of getting bogged down by design.
Planning and designing emails each time you need to run a new campaign is unnecessarily stressful. With an email design system, pre-determined modules only need approval once, and creators can choose which pieces best suit the content from the options housed within the creation platform, and then focus on the message of the email.
Establish Brand Guidelines Before Creating an Email Template
It’s just as important that your employees buy into your brand as your customers. This has been overlooked too often in the past, leading to poor employee retention and unclear brand messaging. It’s imperative that all team members are fully trained on your brand’s core values. While they’re at work, your team members should live and breathe those values.
Your team members are brand representatives, so if what they say or do isn’t in line with your brand rules, buyers pick up on it. On the other hand, if there’s tone, design, and language consistency and everyone is synchronized, consumers perceive your company as competitive and confident. This means that not just marketing emails should be on-brand. Mailstreams like customer communications, emergency alerts, internal communications, investor communications, etc. should all follow the same email design system. Once brand rules are established, strict brand governance is the only way to ensure they stay in place.
Consistency is King: Get an Email Design System
Ensure that you and your team can focus on communicating your brand’s values clearly to achieve consistency in your email marketing campaigns. An email design system can do the time-consuming manual work for you while you focus on inspiring your team and customers to experience your brand identity via email.