Building Successful Email Workflows: How successful email marketers plan, build, and approve campaigns

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WATCH THE FULL WEBINAR >> https://litmus.com/blog/building-successful-email-workflows-webinar-recording-qa 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. The report is focused on industry averages, but what does the exceptional email workflow look like? In this webinar, Product Manager Kevin Mandeville and I answer that question, sharing 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 creation of email briefs for every email, the use of partials to speed up email development, and utilizing an extensive pre-send checklist.

Marketing

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

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

Chad S. White
Research Director at Litmus
Author of Email Marketing Rules
@LitmusApp @ChadSWhite @KevinMandeville
Kevin Mandeville
Product Manager, Builder
Litmus

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

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

@LitmusApp @ChadSWhite @KevinMandeville
63.4%
Successful programs
43.2%
Less successful programs

@LitmusApp @ChadSWhite @KevinMandeville
24.5%
Successful programs
11.0%
Less successful programs

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

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

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

@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

@LitmusApp @ChadSWhite @KevinMandeville
18.5%
Successful programs
13.1%
Less successful programs

@LitmusApp @ChadSWhite @KevinMandeville
11.0%
Successful programs
6.7%
Less successful programs

@LitmusApp @ChadSWhite @KevinMandeville
88.4%
Successful programs
82.6%
Less successful programs

@LitmusApp @ChadSWhite @KevinMandeville
28.1%
Successful programs
12.1%
Less successful programs

@LitmusApp @ChadSWhite @KevinMandeville
61.4%
Successful programs
52.6%
Less successful programs

@LitmusApp @ChadSWhite @KevinMandeville
68.6%
Successful programs
52.1%
Less successful programs

@LitmusApp @ChadSWhite @KevinMandeville
Factors that impact approval process:
• Number of approvers
• High-level executive signoff needed
• Frequency of last-minute changes
• Approval lead time

@LitmusApp @ChadSWhite @KevinMandeville
46.3% / 60.6%
Successful programs
53.4% / 66.1%
Less successful programs

@LitmusApp @ChadSWhite @KevinMandeville
Why do successful programs make
more apology-worthy mistakes?

@LitmusApp @ChadSWhite @KevinMandeville
Why do successful programs make
more apology-worthy mistakes?
1. Successful programs lean forward.

@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.

Thank You!
Any Questions?
You can find all of our
State of Email Survey Research at
litmus.com/stateofemail

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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

8. @LitmusApp @ChadSWhite @KevinMandeville

9. @LitmusApp @ChadSWhite @KevinMandeville 63.4% Successful programs 43.2% Less successful programs

10. @LitmusApp @ChadSWhite @KevinMandeville

11. @LitmusApp @ChadSWhite @KevinMandeville 24.5% Successful programs 11.0% Less successful programs

12.

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

14. @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

17.

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

19. @LitmusApp @ChadSWhite @KevinMandeville

20. @LitmusApp @ChadSWhite @KevinMandeville 18.5% Successful programs 13.1% Less successful programs

21. @LitmusApp @ChadSWhite @KevinMandeville

22. @LitmusApp @ChadSWhite @KevinMandeville 11.0% Successful programs 6.7% Less successful programs

23. @LitmusApp @ChadSWhite @KevinMandeville

24. @LitmusApp @ChadSWhite @KevinMandeville 88.4% Successful programs 82.6% Less successful programs

25.

26. @LitmusApp @ChadSWhite @KevinMandeville

27. @LitmusApp @ChadSWhite @KevinMandeville 28.1% Successful programs 12.1% Less successful programs

28. @LitmusApp @ChadSWhite @KevinMandeville

29. @LitmusApp @ChadSWhite @KevinMandeville 61.4% Successful programs 52.6% Less successful programs

30.

31. @LitmusApp @ChadSWhite @KevinMandeville

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

34.

35. @LitmusApp @ChadSWhite @KevinMandeville

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

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