Most marketing organizations use email and landing page builders in their ESP/MAP that are hard to use and provide limited design flexibility, which can make your marketing emails and landing pages look generic and unremarkable.
Organizations use them because ESP/MAPs are their deployment systems. They enable the creation of emails in less time than hand-coding. However, they still present high hurdles to overcome if you want to see your email creation and landing page processes have meaningful efficiency. And that offers a conundrum. Continue with an obvious problem, or find a way to solve it?
A survey of companies using ESP/MAP email builders found it took them two or more weeks to get a single email on its way to subscribers’ inboxes. That time is on top of what you’ve put into developing the message and design for your email.
The nature of an ESP/MAP builder-based creation process requires lots of time-absorbing back and forth. When an ESP/MAP builder produces emails or landing pages, no one can see these assets once proofs are issued. And with that comes a seemingly endless stream of proofs – with reviewers often looking at the wrong versions.
Another aspect of using builders is that it lets undertrained individuals access a critical component of your martech stack. If your ESP/MAP goes down due to an unwitting action by less-skilled team members, it does more than slow down in email and landing page creation. It can cause your marketing organization to grind to a halt.
You and your organization can avoid these difficulties and more if you shift your email and landing page creation from ESP/MAP builders to an Email and Landing Page Creation Platform.
An Email and Landing Page Creation Platform is designed specifically for marketers. It offers a range of features and benefits that can help you streamline the creation of your email marketing campaigns and improve your results. Here are four advantages this kind of Platform has over an ESP/MAP email builder:
1. Easy, intuitive interface
One advantage of an Email and Landing Page Creation Platform is its user-friendly interface. Unlike an ESP/MAP builder, which can be challenging to navigate, A Creation Platform has a simple and intuitive design. No one in your organization needs to coding or design experience to create professional-looking emails and landing pages in a Creative Platform.
It offers a drag-and-drop interface that allows you to easily customize your email templates, modules, and landing pages. You can add text, images, videos, and other elements with a few clicks. This makes it easy to create engaging, visually appealing emails and landing pages that capture your audience’s attention.
2. Consistent branding
Another advantage of an Email and Landing Page Creation Platform is that it allows you to maintain consistent your organization’s branding across all your emails and landing pages. With an ESP/MAP builder, you may have to create separate templates for different campaigns or audiences. This can lead to inconsistencies in your branding and messaging.
On the other hand, a Creation Platform offers a centralized platform for all your email and landing page creation needs. You can create templates and style guides for use across your campaigns. This ensures that your branding and messaging are consistent and on-point, no matter who creates your emails. If field marketers are allowed to create emails, theirs will be as much on-brand as those produced by your centralized team,
3. Increased efficiency
As noted, using an ESP/MAP email builder is time-consuming. You may have to navigate multiple screens and menus to create even a simple email. With a Creation Platform, everything is streamlined and efficient.
The Platform offers a range of time-saving features that can help you create emails and landing pages quickly and easily. It can reduce your creation time by up to 90%, allowing you to focus on strategy, testing, and other steps to boost performance. For example, you can save and reuse elements from previous campaigns or create templates for future campaigns, allowing you to handle other important marketing tasks.
4. Enhanced collaboration
As already cited, collaboration with an ESP/MAP builder can be challenging when working with a team of marketers or designers in your organization. You may have to send files back and forth or rely on email to communicate changes or updates.
A Creation Platform makes collaboration easy. It allows you to invite team members to collaborate on emails or landing pages in a common work environment so everyone is on the same page. You can make changes in real time and get feedback from others, which can help you create more effective emails and landing pages.
If you’re still using an ESP/MAP builder to create your marketing emails and landing pages, consider switching to an Email and Landing Page Creation Platform. With its user-friendly interface, consistent branding, increased efficiency, and enhanced collaboration, it can help you take your email marketing campaigns to the next level. You can see one in action here.
