On the Dartagnan conference programme: “Industrialise the creation of your email marketing campaigns, without sacrificing creativity and design”
RetMo 2018, the Retail & Mobile conference, will welcome 450 e-commerce decision-makers to the Palais des Congrès de Paris on April 25th, 2018 for a mixed cocktail of conferences (30 in all), networking, and cocktails of course. Teams representing Dartagnan, the favourite email builder among the top names in retail, travel, and banking, will be there. The theme of our conference, which will start at 12:30 p.m. is: “Industrialise the creation of your email marketing campaigns, without sacrificing creativity and design”.
Email: a major—yet complex—channel
If you’re an e-commerce decision-maker, you very likely have a lot of challenges with what remains, far and away, the leading acquisition and loyalty creation channel in e-commerce: email. According to a study by The Relevancy Group, email represented 21% of e-commerce revenue at the end of 2017 (+4 points in one year). Email also offers the highest ROI of any channel marketers have at their disposal (social, search, etc.).
With that said, email still poses numerous challenges for the marketing or CRM directors in charge of it:
- an organisational problem, in particular for advertisers who entrust the creation to an agency, with rigid and cumbersome design, validation, and integration processes thrown in.
- a technical problem: email is not the Web, and depending on which device, webmail, or email client it is read on, its rendering will change entirely, often with horrible consequences of the conversion, especially on mobile.
- ultimately, a problem of creativity: solutions based on rigid templates very rarely allow creatives and those in charge of the campaign to treat it the way it deserves, which is as the #1 showcase for an online (or mobile) shop.
Is it possible to rediscover flexibility in mobile marketing?
Because of a lack of suitable tools, those in charge of email marketing campaigns often spend around three quarters of their time on production tasks, and only a quarter on strategy.
Design, integration, technical corrections, graphics and editorials—creating an email is a complex process, which requires the involvement of several very distinct profiles (technical, creative, marketing, etc.), each using various tools. This all results in quite a lot of (i.e., too much) back and forth.
As a result: even for an online shop who has chosen to internalise the creation and integration of their campaigns in order to regain flexibility, a campaign’s workflow starts to look like a real assault course. According to the State of Email Workflows study conducted by Litmus, in 6 out of 10 cases, a campaign must be validated by three or more people before being launched. And with dozens of corrections along the way.
Dartagnan has decided to attack this problem at the source: rather than build an “all-in-one” campaign management solution, we concentrated on the design of the campaigns. Our SaaS solution with a strong UX component was designed to be used by marketers and creatives, without the need for technical skills.
Smoothing out the “responsiveness gap”
The other advantage of an email builder such as Dartagnan is that it relieves the email marketing teams of technical constraints. Each campaign entails hundreds of different possible visualisation contexts: between the Outlook version on desktop and the Gmail version on a phablet, the supported formats, displaying of images, fonts, and the CTAs will have nearly nothing in common!
And making things more complicated is the fact that various ISPs regularly implement updates without warning, sometimes sabotaging weeks of your teams’ efforts to optimise the rendering of your campaigns.
More than half of all emails are accessed through a mobile device, but only one-third of orders are executed via this channel.
And it gets even better—or worse, rather: It’s estimated that, today, 50 to 60% of emails are accessed through a mobile device, but only one third of orders are executed from these devices. Conclusion?
- At best, your customers are switching from their mobile device to their computer if your offer interests them, though they’re unable to take advantage of it on their smartphone
- At worst, they’re giving up immediately: in 8 out of 10 cases, an email that’s not suited to reading on mobile is simply deleted.
It’s clear: in 2018, responsiveness is no longer optional. By allowing your teams to design emails that are, by default, responsive, and by keeping permanent watch over the changes to different clients, webmails, and devices, Dartagnan ensures its clients’ campaigns have “clean” code (and a delivery optimised for more than 90% of existing configurations).
Industrialisation and creativity: are they really compatible?
This can seem paradoxical—but only at first glance. In creating Dartagnan, we noted that the vast majority of email marketing campaigns are made up of elements that repeat from one campaign to another:
- headers and footers are often structured the same way
- product image blocks, texts, and CTAs often follow the same patterns
- the principal elements of a menu change very little or not at all from one campaign to the next
But these observations are only true for a given advertiser: between Air France, Fnac-Darty, or Kiabi, to name just three of the hundreds of customers who use Dartagnan to design their campaigns, emails are structured in entirely different ways. That’s why using templates isn’t a satisfying option: it reigns in your teams’ creativity with a rigid framework.
Design time divided by 10: the magic of Dartagnan’s modules
In Dartagnan, the different elements of your emails are put together in modules that your teams will be able to arrange like Legos. That means:
- enormous time gains in the creation of various email content “bricks”
- guaranteed conformance with your corporate identity, and therefore a net gain in the time to validate campaigns
- and in the end, all that time can be reinvested in something which gives your teams real added value: considering the story and offers that they would like to “push” to your recipients
With our customers, we’ve noticed that, on average, the time it takes to design campaigns is reduced ten-fold: that’s that many more opportunities to better segment your messages and increase your pertinence. With e-commerce, and m-commerce as well, this is one of the keys to performance.
Want to find out more? We’d be happy to count you among those in attendance at RetMo 2018 for our conference: “Industrialise the creation of your email marketing campaigns, without sacrificing creativity and design”. Join us April 25th at 12:30 p.m.!