Building Email is so 2002

Building html emails back in 2002 was time consuming, labor intensive, and an absolutely dreadful process for everyone involved. Between the design, programming, content creation, render testing and delivery, an email campaign could take days to put together. Building an email meant you needed a team of designers and html programmers on staff. Then, once the design was complete, there was a matter of creating content for your email that was captivating and encouraged your customers to read it.

Even with the advent of better email marketing systems, templates, drag and drop WYSIWYG  (what you see is what you get editors), the process continues to be slow. We estimate the average email still takes 4 hours to get out the door.

Thankfully times are changing and technology has improved dramatically in email marketing. Now, emails can be automated to be “set it and forget it”. Templates can be created that allow for easy content swapping to use over and over.

In the future, the vast majority of email marketing will be syndicated and not built. Content is abundant and can be syndicated in real time to your customers: RSS feeds, social media, and relevant content can hit inboxes right as it happens AND it saves the time and energy required to create content manually.

Are you still building emails the old-fashioned way?