Email marketing is a powerhouse for enterprise teams. Email campaigns deliver high ROI and drive engagement like no other digital marketing channel. But, if your content supply chain is inefficient, it can feel like you’re constantly hitting roadblocks. Long production cycles, endless revisions, and approval bottlenecks can stall even the most well-planned campaigns.
When you unblock your content supply chain, you open up a world of possibilities. With time freed up, email marketers can shift their focus from tedious production tasks to high-impact initiatives that improve performance and efficiency.
Here are four things email marketers can do when their content supply chain is optimized and streamlined.
What email marketers can achieve with an optimized content supply chain
1. Launch relevant, timely campaigns that weren’t possible before
One of the biggest frustrations for email marketers is having a great campaign idea that takes too long to execute, then feels irrelevant, and inevitably falls short on return. The hard truth is: The opportunity is gone if your campaign goes out too late.
Limited resources and time constraints often mean that marketers have to say “no” to new initiatives or stick with safe, routine campaigns. And, as any marketer knows, innovation is where success thrives.
With a streamlined content supply chain, teams can execute on high-value, creative campaigns that were previously challenging. Whether it’s a multi-step nurture campaign, a real-time response to market trends, or an ambitious personalized campaign, an efficient process makes it all possible.
Faster execution means marketers can be more agile, test new strategies, and respond quickly to opportunities.
2. Run more A/B tests to optimize performance
Testing is a critical component of email marketing success. A/B testing helps teams refine subject lines, CTAs, content, and design to maximize engagement. Yet, many marketers struggle to run as many tests as they’d like because they’re bogged down by production delays.
With a frictionless content supply chain, A/B testing becomes a priority rather than an afterthought.
Marketers can test multiple variations of emails with ease, iterate quickly based on data, and continuously optimize performance. The impact can be huge—companies that prioritize A/B testing see significant increases in engagement and conversions.
For example, one insurer that streamlined its email creation process with Stensul saw a 19% lift in qualified leads and added $32 million to its sales pipeline simply by having time to test and refine messaging.
3. Create better, more personalized content
Quality matters in email marketing. A well-crafted email with compelling visuals and persuasive copy can dramatically impact engagement rates. Even more compelling is personalized content. Today’s consumers expect timely, relevant, personalized messaging. With personalization comes increased volume, which in turn decreases the speed-to-market.
However, when marketers are under constant time pressure, content quality often takes a back seat to speed.
By eliminating workflow hiccups in the email creation process, email marketers can focus on content excellence. They can fine-tune messaging with their content team, optimize layouts with design, and experiment with dynamic content to improve personalization.
Having the time to enhance creative elements ensures emails not only get opened but also drive the desired action.
Personalization is a prime example of what’s possible with more time. Marketers can go beyond basic first-name customization and leverage behavioral data to craft highly relevant, individualized messages. According to research, well-executed email personalization can boost click-through rates by as much as 139%.
A streamlined content supply chain makes that level of personalization achievable at scale. See how the Milwaukee Bucks leveraged Stensul to take their email strategy up a notch and adopt a personalized email experience.
4. Increase email volume without increasing workload
Scaling email production is a major challenge when inefficient processes slow everything down. If your team is stuck waiting on designers, developers, or approvals, increasing email output often means overloading your team—leading to team burnout, errors, and failure to adhere to brand standards.
An optimized content supply chain enables scalable email production without adding stress. When marketers can build high-quality, on-brand, compliant emails quickly, they can handle higher email volumes effortlessly.
This means marketing teams can support more business units, execute more campaigns, and meet the growing demand for personalized customer communications.
But an important thing to remember: Efficiency isn’t about cutting corners. It’s about removing friction. The future of marketing belongs to those who can move fast without breaking things.
With AI entering the marketing conversion from almost every angle—creation and project management— teams can’t afford inefficiency. According to The State of MarTech 2024 report, AI is infused throughout MarTech at this point. Nearly every major MarTech vendor has added generative AI features into their products.
Those who fix their content supply chain today will win in the AI-powered, always-on world of marketing.
Unlocking the full potential of email marketing
Missed opportunities, inconsistent branding, testing limitations, and lack of relevancy are things no marketing leader wants to see. But, if you’re an email marketer, those fears are particularly haunting to you.
Fortunately, email marketers can avoid their worst fears at bay by working toward a smoother, more efficient content supply chain with their marketing leaders.
Unblocking your content supply chain isn’t just about saving time—it’s about unlocking new opportunities to improve email marketing outcomes. When production inefficiencies are removed, email teams can focus on what truly matters: strategy, creativity, and optimization.
[Download our free content supply chain health assessment here.]
Marketers can launch more impactful campaigns, refine messaging through A/B testing, create higher-quality content, and scale their efforts efficiently. The result? Better engagement, higher conversions, and stronger business impact.
If you’re ready to take your email marketing to the next level, it’s time to rethink how your emails are created. With the right technology and processes in place, you can eliminate roadblocks and empower your team to do more, faster, and better.
Want to learn more? Discover how Stensul can help you streamline your email content supply chain and transform your marketing operations today. Request a demo.
