At times, your role as an email marketer can seem as though you will never get out of the weeds. The overwhelming need to send out a certain number of weekly emails can make it difficult to find room to build strategy around your program, explore better segmentation or future ambitions like data integration. 

It's no surprise, according to in a recent study done by Litmus, that the second biggest challenge facing email marketers in 2018 is insufficient staffing. 

Try my 3 C's strategy to survive this challenge and increase your productivity:

  • Calendar: A healthy content calendar across channels will make it easier to quickly design and prioritize your campaigns.

  • Copy: If you're lucky enough to have a copywriter on staff, have copy approved and signed off ahead of time. If you're writing copy, design the email with lorem ipsum and then come back to it with fresh eyes for copy (whether that's a day or two or a cup of tea or two, it's your call).
  • Clean: Keeping your files organized will save your sanity. My personal preference is to save them in this order: Brand>Campaign_SendDate>Campaign_SendDate_Version (eg.: Teavana>GreenTea_03062018>GreenTea_03062018_Final.psd/.jpg). And within the Campaign_Date folder I'll include an "Archive" folder for older versions and a "Resources" folder for all of those illustrations and hefty, retouched PSDs that are associated with the project to avoid having to go back and look through a huge database at a later date to find a key asset.

The best tip to avoid the weeds? Team up with an experienced designer. Get in touch with me today and let's work through that to-do list together.

Tell Me: How do you survive your to-do list? Comment below.

          Read the whole study here.

You've Got Mail

Inbox Date: 5.12.17
You're invited: 20% OFF. (Fwd to mom!)
Pre-header: Mother's Day done right.

A timeless tool for having your email stick out in an overcrowded inbox, especially during a heavy holiday push, is animation.  Anthropologie consistently delivers on-brand messaging that's a feast of color for the eyes and their Mother's Day message was no exception. This simple craft paper animation that turns WOW into MOM offers a punch for this offer message.

You've Got Mail

Inbox Date: 4.27.17
Subject: ALERT: HUGE events are happening at your store + online
Pre-header: 25% of storewide + 20% off sitewide

As retail email marketers, there is often a need to balance e-commerce offers with store offers. And with mall traffic being down, you'll begin to see even more of these messages in your email box with more lucrative savings in-store, particularly closer to the end of the week when people are making their weekend plans.

west elm does a really nice job with balancing multiple offers while still keeping the flow of the design with usage of typography, color and photo. And if you're still reading after all of those offers, they utilize an abandoned search/cart custom footer.