Part 1: Planning

The primary section of an excellent electronic mail advertising and marketing workflow ought to guarantee alignment throughout all stakeholders. That features setting expectations and mapping out the aim of your electronic mail marketing campaign.

Ask the best questions

First issues first: break it right down to the fundamentals. You’ll want to find out:

  • Why are you sending this electronic mail?
  • What KPIs will let you know whether or not the e-mail achieved its purpose?
  • How will you do it?

Our email campaign planning template (out there as a Google Sheet) asks these questions and extra, serving to you get right down to the nitty gritty of your electronic mail sends all whereas holding everybody aligned—and on observe.

Construct out your electronic mail modules

Email modules (generally known as a element) are the constructing blocks to your emails that help you mix smaller sections to create a bigger electronic mail design. They arrive in varieties like:

Plus, in the event that they’re constructed and examined forward of time, they’ll assist save main time on improvement down the road.

Our tip: make it a challenge! Put aside time to construct out your electronic mail modules and ultimately, you’ll have have sufficient to construct your individual modular electronic mail design system. (Spoiler: we cowl this subsequent.)

Arrange your electronic mail design system

It’s possible you’ll be aware of a design system—however what about an email design system? The identical precept applies: they’re constructed to assist with effectivity and consistency, particularly with electronic mail.

An electronic mail design system is a set assortment of reusable parts, guided by requirements that groups use to create on-brand emails. They embrace issues like:

  • Model colours and property like logos, icons, and imagery
  • E-mail modules used to construct emails, like snippets and partials
  • E-mail templates that may be reused throughout campaigns

Belief us: organising an electronic mail design system can pay dividends with serving to your group create higher emails, sooner. We break it down into six steps here.

Give modular electronic mail creation a strive! Litmus makes it straightforward to go modular. Retailer and set up your snippets and partials in Design Library. Start your free trial →

Part 2: Construct & QA

Now that you just’ve recognized your electronic mail’s objective and constructed out your modular electronic mail design system, it’s time to place all of it collectively.

This subsequent section is the place electronic mail copy meets code—and email testing and QA takes place.

Craft your electronic mail copy

E-mail copy is the bread and butter of your electronic mail campaigns. It’s the place copy and design meet to assist information subscribers to taking motion.

One issues to notice: writing copy for emails is in contrast to writing for every other advertising and marketing channels. You’ve obtained to maintain sure issues in thoughts, like character counts and truncation. It’s an artwork kind unto itself!

Hold our Email Copywriting Kit useful as you write for:

  • Superb character counts to keep away from awkard truncation 
  • A pattern copy framework to make your individual
  • Writing ideas for compelling copy and CTAs

Construct your electronic mail

As soon as electronic mail copy is finalized, you can begin constructing your electronic mail. That’s the place electronic mail modules (those you’ll have constructed out earlier) come into play.

You’ll be able to even take issues at step additional by constructing out a set of email templates: an HTML file composed of reusable code modules, making it as straightforward as copying and pasting your copy, hyperlinks, and picture URLs to create an electronic mail.

An electronic mail template ought to:

  • Have well-defined parts—aka, the constructing blocks to your emails
  • Be well-tested in order that they don’t break
  • Be accessible and optimized for Dark Mode 

Want some assist getting began? We created six free email templates so that you can tailor to your individual model—totally optimized for 100+ electronic mail shoppers, apps, and units (together with Darkish Mode).

E-mail testing and QA

Nobody likes to see an electronic mail they constructed, break. And subscribers don’t wish to be on the receiving finish, both!

Ensure the e-mail you construct is the one subscribers see. (Which means no damaged pictures, damaged hyperlinks, or Darkish Mode mishaps.)

By the use of electronic mail testing and QA, you’ll be capable of make certain your emails seems pixel good, each time. Make it straightforward to QA take a look at with a guidelines of the 29 of the most common and critical checkpoints.


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