Accelerating and standardizing email development at an email marketing company

Accelerating and standardizing email development at an email marketing company

Summary

I led a team in designing and developing a new templating system to decrease HTML email development time.

Responsibilities

Product strategy, Visual Design, Front-End Development

Timeline

12 weeks with a remote team based in Los Angeles and Buenos Aires while I was in Mexico City

Results

Reduced email development time from two days to one hour. Increased CTR by 20%.

ProGroup X - Email Development Process Redesign

ProGroup X faced significant inefficiencies in their email development process, which took up to two days per email. This lengthy process hindered their ability to respond quickly to market demands and client needs. The primary issue was the lack of a standardized templating system.

To tackle this problem, I took on the role of product strategist, visual designer, and front-end developer. I led a remote team based in Los Angeles and Buenos Aires while I worked from Mexico City. Our project spanned 12 weeks.

ProGroup X - Email Development Process Redesign

We started by understanding the different goals and requirements through three interviews with the directors of development and marketing. Additionally, I collaborated with the data analyst to identify commonalities between the best and worst performing campaigns. This analysis guided us in reviewing past campaigns and testing different templates to find those with better deliverability and higher open rates.

One of our main challenges was understanding the limitations of email rendering engines and finding the fastest way to develop new emails. Coordinating with a remote team across different time zones also posed a challenge.

We decided to create a reusable component system for different brands, allowing for various layouts without starting from scratch each time. Using MJML, we streamlined the development process, enabling us to standardize and accelerate email production.

ProGroup X - Email Development Process Redesign

As a result, the new templating system reduced email development time from two days to one hour and increased click-through rates (CTR) by 20%. This improvement allowed ProGroup X to respond more quickly to market demands and enhanced the performance of their email campaigns.

Looking ahead, we plan to revise the templates every six months to adapt to changes in email service provider (ESP) SPAM definitions. Further improvements could involve integrating more personalized email content and expanding the component library to support new design trends. ProGroup X - Email Development Process Redesign