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The fundamentals of email content production

Like email being around for a long-time to come, so will these fundamentals.

The fundamentals of email content production

This past year, email marketing has gotten some mainstream attention. Yes, some of it was to remind us that it's not going away anytime soon. But more importantly, it's being recognized for being a key way to reach people. And beyond that, I would say it's also being seen as a fundamental component to any marketing done. Which makes sense, because it is the clearest way to talk to your customers.

And at the heart of what makes that communication work is the content. So in talking fundamentals, what are the essential aspects to producing great content?

Branding and design

It starts with a focus on utilizing your brand. Good email design is a balance of making your campaign visually engaging, and functional in its messaging goal. And doing it consistently by developing a system that ensures the greatest overall quality. That's what leads to engagement and ultimate action.

"Good email design is a balance of making your campaign visually engaging, and functional in its messaging goal."

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Collaboration and workflow

When it comes to putting together your campaign, paying attention to how tasks are divided between your team allows each person to work on what they’re best at. It also provides a sense of clarity towards the goal of producing quality content. It gives your team the space to hone in on the fundamentals of their own work. The way people work better when specializing, your team's toolset should also be made of specialized products.

"The way people work better when specializing, your team's toolset should also be made of specialized products."

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Assets and management

Managing the tools you work with, as well as your brand assets, requires your own custom workflow. Your tools should work the way you prefer to do things, following your organization's unique way of doing what it does. And you should have complete control over your assets without being locked into any tool or platform. This allows you to change parts of your workflow as needed without the process being a huge potential burden.

"Your tools should work the way you prefer to do things, following your organization's unique way of doing what it does."

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We think about fundamentals a lot at Blocks Edit since our editor is essentially a framework for you to decide how you want to edit your emails in a way that aligns with your current workflow. From how you develop your template, to how you manage your assets, you can customize the entire experience for your particular way of doing things.

The reason fundamentals work is because they have been, and will continue to be around for a long time, just like email. Being mindful of them, and being deliberate about putting them into practice regularly is what leads to great results.

Photo of Ovi Demetrian Jr By Ovi Demetrian Jr

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