Creating emails might be tough; there are plenty of options to check and lots of pitfalls ready for you. That’s why having a strong e mail workflow is a useful a part of any e mail manufacturing course of.
At E mail on Acid we delight ourselves on our in depth data of e mail advertising and marketing and improvement. Individuals look to us as e mail consultants and our emails should match these excessive expectations. To achieve these expectations, we’ve developed a radical e mail workflow – right here’s a glimpse at how our workflow, properly…works.
What Is an E mail Workflow?
An e mail workflow is a step of actions or a course of that you simply comply with to deploy your emails, from conception right through to deployment and monitoring.
Having a radical e mail workflow helps stop errors and ensures your subscribers gained’t obtain damaged emails.
E mail on Acid’s E mail Workflow
E mail Conceptualization
Step one to any of our e mail campaigns is developing with an idea.
When creating emails at E mail on Acid, we decide the objective of our e mail, who our viewers is, and the way our e mail goes to offer worth to subscribers. Whether or not it’s a proposal, a whitepaper, or a webinar invite, we wish to ensure that we’re sending the e-mail to the fitting phase of our viewers.
Writing Copy and Designing the E mail
After we’ve give you the idea of the e-mail, we transfer onto copy and design. It’s vital that we get our copy locked in earlier than we design any related photos or template components to accompany it.
Stakeholder Signal-Off
As soon as our designers and writers have give you a profitable mixture, the e-mail strikes to stakeholder sign-off.
That is the stage the place we present the e-mail to any related stakeholders in our group. It’s vital to do our approvals at this stage as a result of It’s a lot less complicated to make modifications on the design and duplicate part earlier than it strikes throughout to improvement.
How E mail on Acid Creates Emails
At E mail on Acid, we use our platform’s E mail Editor to code our emails. Editor is constructed for creating emails with HTML code, making it simple to make use of snippets, import present templates and immediately take a look at throughout the most well-liked e mail shoppers.
The editor additionally contains our highly effective Character Converter, which helps us shortly convert all symbols into HTML entities.
Making ready Our Emails for Deployment
Though we take a look at our emails all through the design and improvement part, you by no means know what can go fallacious while you’re integrating the e-mail into your ESP (e mail service supplier).
At E mail on Acid we use HubSpot to deploy our emails. We like how HubSpot makes difficult e mail options appear easy, and we love how simple it’s to create highly effective, automated e mail workflows.
As soon as we’ve imported our emails from Editor into Hubspot, we transfer on to an important part: testing.
How E mail on Acid Check Emails
We cut up our testing course of into three major areas: e mail testing, spam testing, and usefulness testing.
E mail Testing
In the event you’ve learn our weblog earlier than you understand how vital e mail testing is. There’s no level to creating lovely emails with participating copy in case your e mail doesn’t look nice in your subscribers’ inboxes.
When our group begins the testing part, we’ll ship a take a look at e mail from our ESP (Hubspot) on to E mail on Acid. Our platform permits us to see what our e mail will appear like in additional than 70 of the most well-liked e mail shoppers, so we will spot errors earlier than our subscribers do. Plus, E mail on Acid has limitless e mail testing, so we will take a look at to our coronary heart’s content material.
As soon as our developer critiques the take a look at, he makes certain to ship the take a look at to our different group members utilizing the sharing hyperlink. A second (or third) set of eyes might be essential in catching a mistake or rendering drawback. There’s additionally a mark-up instrument we will use to attract instantly on an e mail screenshot and simply troubleshoot collectively.
Spam Testing
Each e mail marketer’s worst nightmare is having his or her e mail miss the inbox. Spending hours in your e mail solely to have it hit spam folders is irritating and dear. That’s why we take a look at all our emails for deliverability points.
We sometimes use a mix of instruments for spam testing. Our ESP offers some deliverability steerage, however we additionally run a seed checklist spam take a look at with E mail on Acid.
In the event you’re unsure how spam exams work we wrote a helpful information on easy methods to cross them.
Usability Testing
We use an intensive guidelines to make sure that our subscribers can simply navigate our e mail. Listed here are a couple of of the issues we take a look at for:
- Do the hyperlinks work?
- Can the subscriber full the end-goal of the e-mail?
- Is the e-mail accessible?
- Does the e-mail work on cellular gadgets?
Monitoring and Analyzing
A great e mail workflow doesn’t finish as soon as we ship the e-mail. It’s vital that we observe and analyze each e mail and search for methods we will enhance.
At this stage, we additionally use a mix of instruments. We’ll look to our E mail on Acid’s analytics to see how lengthy customers are spending studying our e mail and to investigate clicks with warmth maps. We use these alongside HubSpot’s analytics to get the final word perception into our emails.
Deal with E mail Errors
In the event you’re a veteran e mail developer or marketer, that whereas errors might be mitigated, some are sure to crop up.
In different digital advertising and marketing channels, it’s usually simple to repair errors, however e mail is remaining; when you deploy your e mail, there’s no going again.
Right here’s how we take care of our e mail errors:
Find the Supply of the Situation
Step one of diagnosing any e mail challenge is to find the supply. As soon as we’ve discovered what’s inflicting the difficulty, we’ll work to make sure that we appropriate the issue in every other related emails.
For instance, if we obtain messages from subscribers saying they can’t obtain a information we despatched, there may very well be issues with the e-mail or the webpage on which the information lives. We’ll stroll via the method step-by-step (as if we’re a consumer) till we’ve discovered the glitch. Then, we’ll both appropriate the e-mail or work with our builders to resolve any web site points.
Replace the E mail Workflow
Errors are studying alternatives. As soon as we’ve positioned the supply, we’ll ensure that we replace our e mail workflow and guidelines to make sure the error doesn’t occur once more.
Assessing the Severity
The ultimate step is to evaluate the severity of the error. Totally different errors will take a special degree of response from you and your group; a small rendering error is totally different from a significant usability challenge. In some instances, chances are you’ll decide to ship an apology e mail in case your error majorly impacts your subscribers.
What’s in Your Workflow?
Our e mail workflow is continually evolving as we be taught from errors and be taught extra about our e mail subscribers. We’d love to listen to what’s in your e mail workflow and the way you keep away from errors. Tell us on Fb or Twitter, or within the feedback under.
Let E mail on Acid Enhance Your E mail Workflow
Whether or not you’re a small advertising and marketing group or a big communications division, E mail on Acid will help enhance your e mail workflow. Ship your e mail straight out of your ESP proper to our platform and preview your design in 70+ e mail shoppers and gadgets. Plus, our sharing and mark-up instruments mean you can collaborate with group members and stakeholders simply. Attempt us free for seven days and see for your self!
Writer: Melanie Graham
Born and raised in New England, Melanie has a background as a author, editor and journalist. After roaming the U.S. as an skilled vagabond, she’s landed in Denver as E mail on Acid’s content material supervisor. She’s a music nerd at coronary heart who loves spending time on the piano.
Writer: Melanie Graham
Born and raised in New England, Melanie has a background as a author, editor and journalist. After roaming the U.S. as an skilled vagabond, she’s landed in Denver as E mail on Acid’s content material supervisor. She’s a music nerd at coronary heart who loves spending time on the piano.
