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5 Actionable Tips to Enhance Your Email Development Process

The process of constructing an email, including body text, images, and design layout, is known as Email Development Process. The quality of email development can be measured only when the email is complete and sent to the subscribers. You can work on an email all day long and think it’s the best, but the truth will be revealed just when the metrics come out. Email developers can use the information to alter their approach once these metrics roll in. After this, specific aspects of the email can either be doubled down or can be moved entirely in the other direction.

Unique open rates and click-through rates determine the direction and effectiveness with which your email development process is going. While unique open rates tell you the number of subscribers that opened your email, click-through rate lets you know the percentage of time the consumers have engaged with your email content. Unique open rates count one open per subscriber and are directly correlated with your subject line and preheader, which means if there is a low unique open rate, both of them need reworking. Remember to be precise and personal when it comes to writing subject lines.

A good email development process ensures that the email marketing campaigns don’t go in vain. But the fact is, it doesn’t happen by itself. Several email marketers pour in all their energy and creativity towards creating rich, engaging, and easy to understand content. Also, strategy and email development go hand in hand; both of these processes work together to ensure that email marketing campaigns reach as many audiences as possible and bear desired results.

5 Ways to Improve Overall Email Development Process

Following are the five ways in which you can improve your overall Email Development Processes:

Project Briefing

Every marketing email should have a sound strategy and a clear purpose behind it. Create an email brief for each email you create, which outlines its goals, timings, audience, messaging, and other essential details. It ensures all stakeholders have agreed on the plan and purpose for the Email. The entire Email marketing team, like content writers, designers, and developers, should refer to the email brief to ensure they’re on the right track and are following the guidelines.

The final email should be checked against the brief to see if the delivered content is at par with the predefined one. Email briefs act as guidelines and are valuable for all email marketing programs, especially when you have a high volume, large stakeholders, and a big team to work with. You can either make your email planning templates or choose from the templates available on the internet.

Setting up a Formal Intake Process

A formal intake process is the most legible way of managing and synchronizing the whole email development process. It helps in defining and giving precise roles and responsibilities within your team to make the most of it.

Establish the formal intake process with every one of your team, including your boss and anyone else who’s involved with email marketing campaigns. Define key roles and responsibilities of each person, get consensus, set realistic expectations, and form a group to keep everyone updated. The formal intake process is necessary to keep things orderly and get feedback on its structure.

Ensure that your designer and developer get constant access to your brand guidelines and your email is at par with the other websites and digital mediums.

Set up Project Management Software and Schedule Periodic Check-ins

Project management software helps in keeping campaigns and requests organized. Several project management tools like Asana, Wrike, Workfront, and Basecamp can be utilized for this. Your spreadsheets might appear okay initially, but as and when you get more projects, it’s a good idea to send more emails and add more team members, as spreadsheets don’t scale.

Scheduling periodic check-ins is one of the significant steps in improving any process to re-evaluate its efficiency and effectiveness regularly. Schedule a weekly or biweekly meeting with the team members and stakeholders to make them walk through it and understand if the process is working full throttle or not! Never skip feedback; it is the key to your success.


The most appropriate way to measure the success of the improvement process is to benchmark your current processes and also to see if the changes have led to improvements.

Plan Beforehand

It is essential to plan ahead, even in email. If you have adequate time to think, plan, discuss, and collaborate, you can be sure that your email process improvements will go more smoothly. If you’re going to implement process changes Monday morning, never decide that on a Friday afternoon. 

Take time, discuss with your team, collaborate with the think tanks in your circle and then go for it. The best processes often improve with time, it’s best to be open to change and evolution.

Planning is the road to success, while designing is the destination. Email marketing campaigns are instrumental in keeping track of their impact on the target audience. A call to action is crucial and has a significant effect on the overall success of the campaign. Just make sure that you choose the right subject line, and the data that’s collected from each campaign can be used to continue to enhance your results and help reach your objectives. The different steps towards actually creating an email campaign and collecting useful data can be overwhelming. There’s when implementing an email development process comes handy.