4 Actionable Email Development Tips

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By spending at least a week on a single promotional email, 23.8 percent of marketers clearly understand how important email marketing is. So it’s vital to have an email development process that is well-planned, efficient, and meets your company’s long-term goals.

Here’s how to improve your email development and marketing strategy.

1. Plan ahead

Any email campaign requires careful planning. Remember to keep moving forward. As a result, create a detailed plan where you can think, share, and discuss your ideas with your team to ultimately come up with new ideas to boost your email campaign. Once you have a plan, create a calendar to show how to execute it. A calendar will help you keep track of the number of emails to send and the consistency of the email flow.

2. Create a project brief

A project brief helps you keep track of your email marketing strategy. A project brief can help you keep track of everything from your email marketing strategy and assets to your campaign goals and results. You can use one of the online project brief templates or create your own. However, when designing with your template, make sure to include the following criteria:

  • Email deadlines
  • Achievable goals and their measurement
  • Target market
  • Template, email form, and segmentation name are examples of assets.
  • Your team’s email campaign creators
  • Envelope fields for form names, email addresses, preview text, and subject
  • Include your email links and a call to action

3. Make use of a formal intake process

This is a great way to manage the entire email development process. This will help you define and assign roles within your team. Everyone knows exactly what, when, and how they need to do their work. This would result in a seamless email creation process and a top-notch email campaign.

How to set up an official intake process:

  • Discuss with your team what they expect from the email campaign. Communication with designers and developers can help you create a project brief that is accurate and useful.
  • Keep your developers and designers informed of your brand guidelines. It keeps your email consistent with your website and other digital channels.
  • Let your team know about your project so they can provide feedback.
  • A style guide can help copywriters keep a consistent tone and brand personality.

4. Have a continuous evaluation

Your email development cycle is incomplete without performance testing. Establish success metrics and KPIs before launching your next email campaign. Success metrics can be simple like click-through rate or unsubscribe rate, or complex like first- and multi-touch attribution and revenue metrics. Establish a culture of evaluation to allow for email marketing experimentation.


For long-term success, keep in mind that a clear approach and goal-oriented thinking are required. So, make sure you follow the tips as possible as you can.

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