Building Successful Email Workflows
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Based on our 2017 State of Email Survey of more than 3,500 marketers, our second annual State of Email Workflows report takes a detailed look at every stage of email creation—from planning and creation to quality assurance and sending.That report is focused on industry averages, but what does the exceptional email workflow look like? We answer that question in this slide deck, where we share insights about the behaviors and processes that separate successful email programs from less successful ones. Some of those behaviors include the use of a year-round content calendar, the create of email briefs for every email, the use of partials, and utilizing an extensive pre-send checklist.
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Building Successful Email Workflows
- 2. Based on our 2017 State of Email Survey of more than 3,500 marketers, our second annual State of Email Workflows report takes a detailed look at every stage of email creation—from planning and creation to quality assurance and sending. @LitmusApp @ChadSWhite @KevinMandeville
- 3. While the report focuses on industry averages, over the next 40 minutes, we’ll focus on the email workflows of self-described successful email marketing programs. @LitmusApp @ChadSWhite @KevinMandeville
- 4. Chad S. White Research Director at Litmus Author of Email Marketing Rules @LitmusApp @ChadSWhite @KevinMandeville Kevin Mandeville Product Manager, Builder Litmus
- 5. Litmus’ web-based software works with your existing email service provider to give you better visibility into subscriber experience problems— and easily fix them. @LitmusApp @ChadSWhite @KevinMandeville
- 6. Litmus offers: • Email Previews in 70+ clients • Builder, our email HTML editor • Spam Testing in 20+ filters • Checklist for quality assurance • Email Analytics for new insights @LitmusApp @ChadSWhite @KevinMandeville
- 9. @LitmusApp @ChadSWhite @KevinMandeville 63.4% Successful programs 43.2% Less successful programs
- 11. @LitmusApp @ChadSWhite @KevinMandeville 24.5% Successful programs 11.0% Less successful programs
- 13. On average, marketers spend… • 2.99 hours on copywriting • 4.10 hours on graphics & design • 3.78 hours on coding & development • 2.38 hours on data pulls/logic • 2.33 hours on testing & troubleshooting • 2.14 hours on post-send analysis @LitmusApp @ChadSWhite @KevinMandeville
- 15. Successful email programs spend… • 1.3% less time on copywriting • 8.0% less time on graphics & design • 5.3% less time on coding & dev. • 2.5% more time on data pulls/logic • 1.7% more time on testing & QA • 0.9% more time on analytics/analysis @LitmusApp @ChadSWhite @KevinMandeville
- 16. For the most part, there’s very little difference in the amount of time spent. The competitive differentiator is how efficiently that time is spent and how much can be accomplished during that time. @LitmusApp @ChadSWhite @KevinMandeville
- 18. @LitmusApp @ChadSWhite @KevinMandeville Successful email programs are slightly: • More likely to code from scratch • More likely to use Emmet • More likely to use a framework • More likely to use a static site generator • More likely to use task runners • More likely to use preprocessors
- 20. @LitmusApp @ChadSWhite @KevinMandeville 18.5% Successful programs 13.1% Less successful programs
- 22. @LitmusApp @ChadSWhite @KevinMandeville 11.0% Successful programs 6.7% Less successful programs
- 24. @LitmusApp @ChadSWhite @KevinMandeville 88.4% Successful programs 82.6% Less successful programs
- 27. @LitmusApp @ChadSWhite @KevinMandeville 28.1% Successful programs 12.1% Less successful programs
- 29. @LitmusApp @ChadSWhite @KevinMandeville 61.4% Successful programs 52.6% Less successful programs
- 32. @LitmusApp @ChadSWhite @KevinMandeville 68.6% Successful programs 52.1% Less successful programs
- 33. @LitmusApp @ChadSWhite @KevinMandeville Factors that impact approval process: • Number of approvers • High-level executive signoff needed • Frequency of last-minute changes • Approval lead time
- 36. @LitmusApp @ChadSWhite @KevinMandeville 46.3% / 60.6% Successful programs 53.4% / 66.1% Less successful programs
- 37. @LitmusApp @ChadSWhite @KevinMandeville Why do successful programs make more apology-worthy mistakes?
- 38. @LitmusApp @ChadSWhite @KevinMandeville Why do successful programs make more apology-worthy mistakes? 1. Successful programs lean forward.
- 39. @LitmusApp @ChadSWhite @KevinMandeville Why do successful programs make more apology-worthy mistakes? 1. Successful programs lean forward. 2. Successful programs have better visibility into performance.
- 40. Thank You! Any Questions? You can find all of our State of Email Survey Research at litmus.com/stateofemail