Are you struggling to keep up with the increasing email production demands of your organization? Are you looking for ways to scale your email production volume like an enterprise would (without needing to hire a massive production team)?
In this article, we’ll discuss some of the best practices and proven strategies we use at Interrupt Media that empower us to produce high-quality emails at a faster pace, for ourselves and our clients.
We’ll also share tips on how to streamline your workflow and improve your overall email marketing efforts so you have everything you need to take your email marketing game to the next level!
Define Your Email Marketing Benchmarks, Goals and KPIs
Before you start scaling your email production volume, you should document what your current volume and benchmark performance metrics are today. It’s hard to measure how far you’ve come if you don’t know where you started. You should also consider answering the following questions?
- Are there any bottlenecks in your current process the slow down production?
- Do emails you produce often have multiple revisions on your first email draft?
- What 2-3 things you would like to improve about your current process?
- How would you like your volume to be in 30, 90 and 120 days?
Next, define your email marketing goals and KPIs, incorporating various elements of your marketing strategy. Do you aim to increase sales, improve website traffic, or augment customer engagement through LinkedIn and other social media platforms? Perhaps you’re focusing on lead generation through webinars?
Identifying clear goals will allow you to select the most relevant KPIs.
For instance, if sales growth is the objective, then revenue from email campaigns, conversion rates, and average order value can be your critical metrics. Similarly, if LinkedIn engagement is your focus, KPIs could include click-through rates from LinkedIn posts and conversions from LinkedIn ads.
Invest in the Right Email Marketing Tools
Scaling your email production volume requires investment in the right tools. Consider an Email Service Provider (ESP) that integrates with your Customer Relationship Management (CRM) software, like Salesforce, to automate your email campaigns and offer advanced analytics.
Email marketing tools like HubSpot, Pardot and Marketo, with their versatile integrations, can be invaluable assets in crafting and managing email templates in different formats such as HTML, and a project management tool can streamline workflow and foster team collaboration.
Create a Centralized Email Production Process
A centralized email production process will eliminate inefficiencies and enable scalability. Identify the various stages of your email production process, assign roles and responsibilities, establish a system for approvals and reviews, and determine timelines needed to complete each stage.
Include a centralized email production calendar outlining the campaign schedule and detailing upcoming emails for increased visibility. To provide the maximum amount of value to the business, your campaigns should align to your high level organizational growth goals and campaigns.
Leverage Email Automation and Personalization
Scaling email production volume calls for email automation and personalization. Use behavior-triggered emails, like abandoned cart notifications or welcome emails, and transactional emails after purchases.
Personalize the email message based on user preferences and behavior, using dynamic content that changes with the user’s location, for example. Personalized subject lines, content, and product recommendations will improve email engagement and open rates.
Consider additional pieces of content to include in the email or to direct readers to, aside from the email content itself. These could be educational blogs, case studies, eBooks, or even landing pages that hold valuable content or conversion forms.
Continually Test and Optimize Your Email Campaigns
The scalability of your email production depends greatly on consistently testing and optimizing your campaigns. Conduct A/B tests to determine the most effective elements in your emails, whether they’re subject lines, images, or calls-to-actions.
Do not let entire campaigns complete before iterating and updating your emails based on learnings you’re seeing as you go. Routinely evaluating and improving your email copy based on A/B tests, open rates, and click through rates is critical to your success and ROI.
Additionally, ensure your emails are optimized for different devices and platforms. This includes mobile optimization tests and email deliverability checks to minimize unsubscribe rates.
Consistent testing and optimization will improve your email performance, and ensure your emails reach your target audience, whether through transactional emails, lifecycle emails, or regular newsletters.
Interrupt Media Can Help Give Your Email Production a Boost
Scaling your email program volume requires a combination of strategic planning, process optimization, and the right email marketing tools.
By following these best practices for optimizing your email production process and leveraging email automation, you can streamline your email production workflow, improve your email performance, and achieve your email marketing goals.
But if you’re strapped for resources and budget as it is, implementing these high volume initiatives can be easier said than done.
For a fraction of the price of sourcing an internal content marketing and marketing operations team, you can outsource production, launch, and monitoring of your email marketing campaigns.