Email Marketing
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AI-driven machine learning, hyper-relevance and in-depth testing are big trends in email marketing — but marketing teams struggle to find time and resource to do anything other than day-to-day execution.
When speaking with marketers, one consistent message we hear is that they want to try new technologies and strategies, but simply don't have the time. We're passionate about helping email teams achieve more, so here is how we can help you achieve this in 2018:
Across the email marketing industry, many teams are working inefficiently. Marketers have to spend too much time in the weeds working on execution, that they are unable to work on the bigger picture, or even improve their process. Likewise, developers spend time on content population and last minute amends, which increases risk of making a mistake, and takes up valuable time that can be spent improving HTML rendering across the board.
Creating email is complicated, but the current process is often messy:
Using Taxi, everyone on the email team can focus on the areas where they add most value:
Once everything is ready, it's easy to export send-ready HTML, or connect to your sending platform.
As a result, the email process is much smarter:
Often the word template' puts off marketing teams | it can be synonymous with inflexible, imperfect, unsuitable. But master templates needn't cause these issues. It's perfectly possible to build a template that considers all the possible layouts that you might need, and includes the flexibility you need to make changes without requiring a rebuild.
Master templates help brands in many ways:
Using Taxi Syntax, designers and developers can add precise control over how a template can be used in Taxi, to ensure that all emails adhere to brand values. For enterprise organisations, features like Sub-Templates enable multiple branded templates to be produced from the same master HTML.
Often brands take weeks or even months to create email campaigns. One client told us it takes 100 emails to create one email. Using smarter tools and a more effective process means that email can be produced more quickly, both in person-hours and in time frame.
It takes 100 emails to send one email
— CRM Manager, UK High St Retailer
A shorter production timeline has the benefit of reducing amends caused by content going out of date (due to stock levels, for example) and also helps drive better returns from email campaigns, as brands can become more reactive to their competitors and changes to the market.
What can you do when the email team is working more efficiently? Plenty. Clawing back time from day to day production enables teams to truly explore significant improvements they can add. Those might be experimenting with new technologies such as AI, or more traditional things like devising tests, trying different content approaches or catching up on analytics data.
All of the above benefits enable teams to produce email to a better standard, in less time. That means a better experience for the audience, and ultimately achieving higher ROI from the channel.
If you'd like to learn more, book a call to discuss how we can help revolutionize your email team.
Taxi helps marketing teams make better quality email, quicker, at a larger scale.