If you’re still using Email Classic, it’s time to start thinking about making the switch. I recently hosted a webinar with Angela Stoutenburgh from the Rainforest Action Network (RAN). We dove deep into the world of Marketing Tools and how it can transform your email program. In case you missed it, we’ll pulled out some of the highlights from our conversation.
- Document Your Blocks: Before building anything, create a Google Doc or similar to identify all necessary email templates and design patterns. Break down each design into discrete, full-width horizontal blocks. Group similar blocks and define all fields and options for each block. Include screenshots for reference. This ensures clarity and organization.
- Understand Replacements: Learn and understand the concept of “Replacements.” These are admin-defined fields used by both Email Templates and Blocks. They allow for dynamic content via merge tags. This is crucial for building flexible and configurable emails.
- Plan for Image Handling: Decide how images will be handled. Consider using text fields for image URLs and widths to allow for high-DPI (Retina) images (2x display size) for sharpness on modern displays.
- Consider MJML: Explore using Mailjet Markup Language (MJML). It simplifies email coding by compiling to cross-client HTML and provides error checking. This can significantly streamline development and reduce headaches.
- Define Field Types Carefully: When defining fields in Marketing Tools, carefully choose the field type (e.g., text, dropdown) that best suits the data. Some field types have limitations, so thorough planning is essential.
- Plan for Sub-Brands: If you have multiple sub-brands with different styling needs, plan how to manage this within Marketing Tools. Consider using options within blocks or creating separate templates as needed. Aim for a solution that doesn’t create exponential technical complexity as options evolve.
- Address Accessibility: Use the migration as an opportunity to enhance accessibility. Check color contrast, minimum font sizes, and ensure all images have alt tags.
- Test Thoroughly: Testing is crucial. Use services like Litmus or Email on Acid to test emails across various devices and email clients. Test early and often to catch issues before they reach your audience.
- Consider Dark Mode: If desired, plan for dark mode support. Be aware that dark mode is handled differently by various operating systems and browsers, so thorough QA is essential.
- Audit Existing Templates: Conduct a comprehensive audit of existing email templates and workflows. This helps identify opportunities for improvement and ensures a smooth transition.
- Engage Stakeholders Early: Involve all relevant stakeholders (designers, developers, email production team, program teams, etc.) early in the process. This helps align goals and avoid issues later on.
- Plan for Developer and Content Admin Experiences: Consider both the developer experience (how templates and blocks are built) and the content admin experience (how users create emails). Aim for a balance between flexibility and ease of use.
- Establish an End-to-End Development Process: Define a clear end-to-end development process for building and updating templates and blocks. This ensures consistency and efficiency.
- Document Templates and Workflows: Create clear documentation for your email templates and workflows. This helps team members understand the system and prevents confusion.
Watch and Learn More
Want to watch the full conversation? Dive into the webinar. And here is the slide deck from our presentation.
