Email deployment workflow

Think creating an email is easy? Think again.

Have you ever wondered how we design, build, test and deploy your email campaigns? Of course you have, you’re only human.

Mailchimp email deployment workflow - design and development service

How we work – from brief to send.

Mailchimp creative brief for email marketing campaigns

STEP 1

Write the creative brief

Before we begin work on your email, we need to understand what we’re aiming to achieve, what type of email is this, what content will be in it,, who is the target recipient, when are we sending it, and most importantly of all; how will it look.

Mailchimp email campaign content library studio

STEP 2

Gather all copy, images and links

Do you have the copy ready, or do we need to write, rewrite or edit and condense or for email use? With imagery, are there any bespoke graphics we need to create or stock photos we need to source?

Email campaign UX design and template layouts

STEP 3

UX design and layout

Before we fully design your email we start by gathering the team to brainstorm and wireframe the layout using whiteboards, placing the design assets and content, prioritising key content and positioning the CTAs (calls to action), to ensure the content flows.

Our mobile-first strategy means we will fully optimise your emails for mobile screens, creating bespoke banners specifically for mobiles, and increasing font sizes for email accessibility.

Mailchimp HTML custom email design

STEP 4

Design begins

Next we start designing the hero banner, illustrations, GIFs, icons and graphics for your email. All from our Swindon offices and all done by hand every time. We never use stock or pre-built graphics. Once the design elements are finished they are exported and run through compression software to reduce the image size, which helps your email load faster.

Mailchimp email campaign HTML development

STEP 5

Building your email

Using our own proprietary bulletproof email code (which took us months to research and develop), we hand code your email in-house in our own software called Canvas. This allows us to build up emails in an efficient and bug-free way.

We don’t use drag and drop templates to create your emails, every email we produce is custom-coded and tested.

Mailchimp email mobile device testing

STEP 6

Testing and analysis

Every email we produce is tested in both a live and virtual environment to ensure your email looks great. Using our own in-house device testing lab, we run multiple tests of your email across a wide variety of the top mobile and desktop devices and email clients. To back this up, we also test using Email on Acid, the industry standard email testing software.

Mailchimp pre-send checks checklist

STEP 7

Pre-flight checks

Although the email by this point by been passed from campaign manager to copywriter to designer to developer, we STILL check your email against our rigorous internal campaign checklist. We review and analyse the content positioning, structure, copy and design to ensure it works as a finished product. Plus, this is where we test hyperlinks, image alt tags, preview text.

Mailchimp email subject lines

STEP 8

Subject line competition

This is the fun part. We use Slack for internal comms, and now every team member is asked to write some subject line suggestions for your email. We pick the two best subject lines to split test. Don’t worry, this isn’t just guess work, we have internal data to back up our ideas and every team member is constantly researching effective subject lines in order to win!

Mailchimp email campaign approval and change requests

STEP 9

Final approval

Now the email has been built we send you a live preview of the email itself. This way you can see how the email looks in your desktop and mobile inboxes. We also give you our suggested subject lines and send time.

Mailchimp send email campaign

STEP 10

Ready, steady, go!

Once you’re happy with the design and have approved the email, we set up the A/B split test experiment and schedule your email at the agreed time.

We'd love to hear from you.

Get in touch, we're happy to answer your questions.

Call us:
01793 677 511

Ray MailNinja - email marketing agency