Creating emails may be difficult; there are a variety of options to check and plenty of pitfalls ready for you. That’s why having a stable e mail workflow is a useful a part of any e mail manufacturing course of.
At E-mail on Acid we pleasure ourselves on our intensive data of e mail advertising and marketing and improvement. Individuals 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 during to deployment and monitoring.
Having a radical e mail workflow helps stop errors and ensures your subscribers received’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 arising with an idea.
When creating emails at E-mail on Acid, we decide the purpose 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 be sure that we’re sending the e-mail to the correct section of our viewers.
Writing Copy and Designing the E-mail
After we’ve provide you with the idea of the e-mail, we transfer onto copy and design. It’s necessary that we get our copy locked in earlier than we design any related photographs or template parts to accompany it.
Stakeholder Signal-Off
As soon as our designers and writers have provide you with 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 necessary 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 current templates and immediately take a look at throughout the most well-liked e mail purchasers.
The editor additionally consists of our highly effective Character Converter, which helps us rapidly convert all symbols into HTML entities.
Getting 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 improper 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 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
Should you’ve learn our weblog earlier than you know the way necessary e mail testing is. There’s no level to creating lovely emails with partaking 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 to be in additional than 70 of the most well-liked e mail purchasers, 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 opinions the take a look at, he makes positive to ship the take a look at to our different group members utilizing the sharing hyperlink. A second (or third) set of eyes may be essential in catching a mistake or rendering drawback. There’s additionally a mark-up software 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 expensive. That’s why we take a look at all our emails for deliverability points.
We usually use a mixture of instruments for spam testing. Our ESP supplies some deliverability steerage, however we additionally run a seed checklist spam take a look at with E-mail on Acid.
Should you’re unsure how spam checks work we wrote a useful information on go 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 units?
Monitoring and Analyzing
A superb e mail workflow doesn’t finish as soon as we ship the e-mail. It’s necessary that we observe and analyze each e mail and search for methods we will enhance.
At this stage, we additionally use a mixture 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.
Find out how to Deal with E-mail Errors
Should you’re a veteran e mail developer or marketer, you recognize that whereas errors may be mitigated, some are certain 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 Subject
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 appropriate the issue in every other related emails.
For instance, if we obtain messages from subscribers saying they can not 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 by way of 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 be sure 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. Completely different errors will take a special stage of response from you and your group; a small rendering error is completely different from a serious usability concern. In some circumstances, 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 consistently evolving as we study from errors and study 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 and marketing group or a big communications division, E-mail on Acid may also 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 permit you to collaborate with group members and stakeholders simply. Strive 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.
