Creating emails might be difficult; there are loads 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 improvement. Folks look to us as e-mail specialists and our emails should match these excessive expectations. To succeed in these expectations, we’ve developed a radical e-mail workflow – right here’s a glimpse at how our workflow, effectively…works.
What Is an E-mail Workflow?
An e-mail workflow is a step of actions or a course of that you just observe to deploy your emails, from conception right through to deployment and monitoring.
Having a radical e-mail workflow helps forestall 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 aim of our e-mail, who our viewers is, and the way our e-mail goes to supply worth to subscribers. Whether or not it’s a suggestion, a whitepaper, or a webinar invite, we wish to make certain we’re sending the e-mail to the appropriate 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 essential that we get our copy locked in earlier than we design any related pictures or template components to accompany it.
Stakeholder Signal-Off
As soon as our designers and writers have give you a successful 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 essential to do our approvals at this stage as a result of It’s a lot less complicated to make modifications on the design and replica section 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 straightforward to make use of snippets, import current templates and immediately check throughout the most well-liked e-mail purchasers.
The editor additionally consists of our highly effective Character Converter, which helps us shortly convert all symbols into HTML entities.
Getting ready Our Emails for Deployment
Though we check our emails all through the design and improvement section, you by no means know what can go flawed once 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 sophisticated e-mail options appear easy, and we love how straightforward 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 crucial section: testing.
How E-mail on Acid Take a look at Emails
We break up our testing course of into three most important areas: e-mail testing, spam testing, and usefulness testing.
E-mail Testing
Should you’ve learn our weblog earlier than you know the way essential 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 workforce begins the testing section, we’ll ship a check e-mail from our ESP (Hubspot) on to E-mail on Acid. Our platform permits us to see what our e-mail will seem like in additional than 70 of the most well-liked e-mail purchasers, so we are able to spot errors earlier than our subscribers do. Plus, E-mail on Acid has limitless e-mail testing, so we are able to check to our coronary heart’s content material.
As soon as our developer critiques the check, he makes certain to ship the check to our different workforce 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 are able to use to attract straight 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 expensive. That’s why we check all our emails for deliverability points.
We usually use a mix of instruments for spam testing. Our ESP offers some deliverability steerage, however we additionally run a seed listing spam check with E-mail on Acid.
Should you’re undecided how spam exams work we wrote a useful information on the right way to move them.
Usability Testing
We use an intensive guidelines to make sure that our subscribers can simply navigate our e-mail. Listed below are a couple of of the issues we check 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 cell units?
Monitoring and Analyzing
A very good e-mail workflow doesn’t finish as soon as we ship the e-mail. It’s essential that we observe and analyze each e-mail and search for methods we are able to 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 last word perception into our emails.
Deal with E-mail Errors
Should you’re a veteran e-mail developer or marketer, you understand that whereas errors might be mitigated, some are sure to crop up.
In different digital advertising channels, it’s typically straightforward to repair errors, however e-mail is last; 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 Challenge
Step one of diagnosing any e-mail concern is to find the supply. As soon as we’ve came upon what’s inflicting the problem, we’ll work to make sure that we right the issue in some other related emails.
For instance, if we obtain messages from subscribers saying they can’t obtain a information we despatched, there might be issues with the e-mail or the webpage on which the information lives. We’ll stroll by way of the method step-by-step (as if we’re a consumer) till we’ve discovered the glitch. Then, we’ll both right 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 make certain 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. Completely different errors will take a unique stage of response from you and your workforce; a small rendering error is completely different from a serious usability concern. In some instances, you could 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 beneath.
Let E-mail on Acid Enhance Your E-mail Workflow
Whether or not you’re a small advertising workforce or a big communications division, E-mail on Acid might 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 purchasers and units. Plus, our sharing and mark-up instruments will let you collaborate with workforce 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 professional 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 professional 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.
