With every new app or social platform comes another proclamation that email is dead. But despite the new tools we use to communicate, email remains one of the most popular methods, and its usage is on the rise.
The number of email users worldwide is more than 3.7 billion, and we send a staggering 269 billion emails each day.
Email remains one of the most reliable distribution methods for marketers, and here’s proof:
- 91% of people like to receive promotional emails from brands they support
- Email is 40 times more effective than both Facebook and Twitter combined at acquiring customers
- 59% of B2B marketers say email is their most effective channel for revenue generation
Now that you know email marketing is valuable, how can you leverage it to get a competitive edge?
If you work in marketing—especially distributed marketing—you know generating emails can be a slow and laborious process. But what if you could speed up the process? What would that mean for your business? Below are some advantages to generating emails faster.
1. Respond to customer habits and trends
Today’s business environment is all about being agile—adjusting to industry changes, customer needs, and capitalizing on trends as quickly as possible.
Email plays a key role in those areas. It’s an effective way to get your most convincing messages in front of buyers, and the quicker you can do it the better.
According to a study by xAd, people are making purchasing decisions faster than ever, with 56% of them deciding on purchases immediately or within an hour of researching on mobile.
Email marketing speeds up the sales cycle, and with people accessing their inboxes 24 hours a day on their phones, it’s critical that you reach prospects quickly.
Understanding what your customers want and reacting to their needs faster than your competition gives you an advantage. But you can’t do that if it takes you a week to generate an email campaign.
2. Generate a higher volume of emails
Want to get the best ROI on a marketing campaign? Make sure it’s targeted. The more you hone in on a certain audience with specific messaging, the better response you’ll get. That’s why email segmentation is important.
Segmented email campaigns have a 14% higher open rate than non-segmented campaigns. The problem is the more you segment the more email generation you have to do.
There are endless segments you can use for marketing campaigns—demographic, geographic, behavioral, motivational, new customers, and existing customers—you name it, you can segment it.
Each segment requires some type of email customization, whether that’s different graphics, content, CTAs, or landing pages.
If you can speed up the process for generating these emails, you can generate more campaigns for each segment and hit your KPIs faster.
3. Test! Test! Test!
A key aspect of any email marketing campaign is analyzing data. Low open rate? There’s a problem with the subject line. Poor conversion rate? Switch up that CTA.
There are plenty of email metrics to explore, but you only know what works best for your company by A/B testing emails. It’s an important aspect of your job and helps you improve the user experience, but it can be a long process.
A/B testing can be even more complex in decentralized marketing, as results from one region or product might not apply to all. That means more testing and more emails.
When you generate emails faster, you can test them faster and make quicker adjustments to improve your ROI.
4. Improve collaboration with distributed marketing teams
Distributed marketing teams have their own set of unique challenges, and one of them is generating email campaigns for their various business units and locations.
You have international and regional markets that want to send localized emails. Along with those issues, you have to:
- Maintain consistent branding across all markets
- Perform QA for each campaign
- Ensure each email complies with corporate standards
- Test and analyze each campaign
Email generation can take longer in distributed marketing environments because it requires more collaboration from teams in various locations.
Trying to collaborate in different time zones can be challenging as well, and might delay the production process.
Companies with distributed marketing teams, like Google and Lyft, reduce email production timelines from 3-10 days to under 20 mins by using stensul’s email generation platform.
The look and functionality of individual segments of the email can be fixed so that marketers can generate custom emails more easily than ever before.
5. Free up time for strategic thinking
While writing copy, designing emails, and testing campaigns is part of your job, you might prefer to focus on bigger things. Sure, generating emails is important, but you don’t want to spend all day doing it.
When you can generate emails faster, it frees up time for more strategic thinking. You can funnel your energy into researching your target audience, discovering new ways to reach them, or developing innovative initiatives.
That’s what keeps you ahead of the competition and sets your brand apart—but you can’t do that if you’re spending too much time building your emails.
If email generation is slowing down your team, let’s chat about how Disney, YouTube, and GrubHub have reduced their email production timelines and costs by up to 90% using stensul. Get in touch today to learn more.
