Speeding Up Email Production Workflows & the Potential Consequences
It generally takes about 2 to 3 weeks to create, approve, and send a marketing campaign. If your company is larger, more decentralized, or more highly regulated, it can take even longer. Usually that’s not a significant problem, but sometimes you need to be more nimble or reduce production costs due to heightened uncertainty or financial pressures. Some companies are experiencing one or both of those currently because of coronavirus.
While there are absolutely ways to speed up email production, each comes with a trade-off that might put your email program on thin ice. You may find some of the trade-offs more acceptable than others. Here are the five stage where you can speed up email production:
- Email planning and analytics
- Copywriting, design, and coding
- Data logic and A/B testing
- QA and troubleshooting
- Review and approvals
In this blog post, we discuss each stage and what you are potentially sacrificing by cutting back the time you spend on it.