Earlier this week at Litmus Live Week, we shared that 78% of entrepreneurs stated email is essential to enterprise success (up 7% from final yr). Well, for those who’re like me—proudly in email advertising and marketing for ~15 years—you’ve identified that for fairly a while. As I’ve developed groups, one factor I at all times discover myself asking:
How can we do extra in the identical period of time? Or higher but… much less time? 😱
As advertising and marketing leaders, and like our pal within the above video, I guess you’ve requested it, too. And it’s a type of issues I do know I really feel equal components snug asking (it’s at all times been requested of me, I rationalize!) and never snug asking (I understand how painful it may be!).
So, clearly, one thing’s gotta give
Maybe your profession journey was like mine, and also you labored your method up from being a advertising and marketing or email advertising and marketing specialist to main the crew. Or perhaps you’ve been an email developer or designer and emerged as the one that now could be arising with the technique and managing the assets. No matter your profession path, likelihood is you’ve most likely been in email service suppliers (ESPs) earlier than. And doubtless, alongside the way in which, you had an ideal email developer in your life (for those who weren’t a developer your self!) who taught you the evils of the WYSIWYG editor (errr, damaged code anybody?). According to our 2020 State of Email survey, 39% of email entrepreneurs are utilizing their ESP’s email editors, up from 21% in 2019. Not the very best pattern in terms of email rendering going proper. But we get it. It’s handy. But what’s the fitting solution to do it?
Maybe email templates are the reply
Email templates are superior. And a key step on the fitting path to setting your crew up for achievement. We lately shared just about all you need to know in terms of email templates, and they’re positively part of the answer. More than ¾ of promoting groups are utilizing email templates as part of the event course of, however the course of remains to be painful. The variety of individuals and departments who’re concerned within the approval course of has gone up since final yr…
…and lots of report that the approval course of is both too lax or too burdensome. And with 40% of email groups reporting that they nonetheless really feel under-resourced, getting efficient emails out the door rapidly can really feel like pushing a boulder up a mountain.
Empowering extra on the crew is the one reply
So what for those who may mix a WYSIWYG editor that even, ahem, I may use… that additionally doesn’t break code? One that has some bumpers inbuilt to maintain your model tips in verify in terms of each email you ship? Even when giving the facility to make edits to individuals on the crew with out coding expertise? With Visual Editor in Litmus Builder, it might probably actually occur. Meaning—these last-minute textual content edits you need? You can go in and make them, all whereas feeling assured that you just received’t be messing up the code. Even higher? Anyone else on the advertising and marketing crew may make the edits, and the entire crew can be ok with it.
So what’s that imply for you and your crew?
It means you now have:
- A solution to scale
- The energy to focus your crew on extra strategic initiatives
- The skill to actually dial in your only channel—email—by testing, personalizing, and extra
But we each know that our perspective isn’t the one one which issues. You must get buy-in out of your crew, too. Be looking out for the subsequent two blogs on this collection the place you’ll hear from a developer and a advertising and marketing specialist with their views on Visual Editor in Litmus Builder.