{"id":63583,"date":"2023-03-14T08:00:00","date_gmt":"2023-03-14T12:00:00","guid":{"rendered":"https:\/\/www.litmus.com\/?p=63583"},"modified":"2025-12-12T16:31:25","modified_gmt":"2025-12-12T21:31:25","slug":"email-marketing-workflow","status":"publish","type":"post","link":"https:\/\/www.litmus.com\/blog\/email-marketing-workflow","title":{"rendered":"The 3-Phase Email Marketing Workflow Broken Down"},"content":{"rendered":"\n\n\t<div id=\"simple-text-block-block_28898315295f250e7a5a00c336876ef0\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p><span style=\"font-weight: 400;\">If you look after an email program, you\u2019ve probably been asked: <\/span><b>\u201c<\/b><strong>Can we just send another email?\u201d<\/strong><\/p>\n<p><span style=\"font-weight: 400;\">As daunting as this question may be, it should come as no surprise! After all, email marketing is your most powerful channel\u2014ranked among the top three most impactful marketing channels by nearly 80% of respondents who completed our 2021 <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/state-of-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">State of Email<\/span><\/a><span style=\"font-weight: 400;\"> survey.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Yet 70% of respondents said their email workload increased. And 45% are contending with more last-minute email changes than they have in the past. Yikes!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How can you prepare for email marketing requests that come from your stakeholders (and your organization at large)? And how do you manage email design, development, and content?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our recommendation: set your email team up for success with an email marketing workflow\u2014one that is defined less by control and more by flexibility.<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_113ced238b948f1595142b509fb71a1b\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Workflow-Icon-1.png\" alt=\"Workflow icon\" width=\"316\" height=\"298\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>The Ultimate Email Marketing Workflow Toolkit<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Discover seven of our favorite tools to help email marketers get things done.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/ultimate-email-workflow-kit\/\">\n\t\t\t\t\t\tGet your toolkit\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_55638f8e92844db3f31c5e2ffeb5462c\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><strong>Phase 1: Planning<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The first phase of a great email marketing workflow should ensure alignment across all stakeholders. That includes setting expectations and mapping out the purpose of your email campaign.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Ask the right questions<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">First things first: break it down to the basics. You\u2019ll need to determine:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">Why<\/span><\/i><span style=\"font-weight: 400;\"> are you sending this email?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">What<\/span><\/i><span style=\"font-weight: 400;\"> KPIs will tell you whether the email achieved its goal?<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><i><span style=\"font-weight: 400;\">How<\/span><\/i><span style=\"font-weight: 400;\"> will you do it?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Our <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-brief-planning-worksheet\/\" target=\"_blank\" rel=\"noopener\"><b>email campaign planning template<\/b><\/a><span style=\"font-weight: 400;\"> (available as a Google Sheet) asks these questions and more, helping you get down to the nitty gritty of your email sends all while keeping everyone aligned\u2014and on track.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Build out your email modules<\/span><\/h3>\n<p><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-modules-and-modular-email\/\" target=\"_blank\" rel=\"noopener\"><b>Email modules<\/b><\/a> <span style=\"font-weight: 400;\">(sometimes referred to as a component) are the building blocks to your emails that allow you to combine smaller sections to create a larger email design. They come in varieties like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Snippets<\/strong><span style=\"font-weight: 400;\"><strong>,<\/strong> which are tailored to a specific email, like a <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/click-tap-and-touch-a-guide-to-cta-best-practices\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">call-to-action (CTA)<\/span><\/a><span style=\"font-weight: 400;\"> button<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Partials<\/strong><span style=\"font-weight: 400;\">, which are consistent across multiple emails, like an <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-footer-best-practices\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email footer<\/span><\/a><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Plus, if they\u2019re built and tested <\/span><i><span style=\"font-weight: 400;\">ahead<\/span><\/i><span style=\"font-weight: 400;\"> of time, they\u2019ll help save major time on development down the line.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Our tip: make it a project! Set aside time to build out your email modules and eventually, you\u2019ll have have enough to build your own modular email design system. (Spoiler: we cover this next.)<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Set up your email design system<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You may be familiar with a <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/uxdesign.cc\/everything-you-need-to-know-about-design-systems-54b109851969\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">design system<\/span><\/a><span style=\"font-weight: 400;\">\u2014but what about an <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-design-system\/\" target=\"_blank\" rel=\"noopener\"><b>email design system<\/b><\/a><span style=\"font-weight: 400;\">? The same principle applies: they\u2019re built to help with efficiency and consistency, specifically with email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An email design system is a collection collection of reusable components, guided by standards that teams use to create on-brand emails. They include things like:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Brand colors<\/strong> <span style=\"font-weight: 400;\">and assets like logos, icons, and imagery<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Email modules<\/strong> <span style=\"font-weight: 400;\">used to build emails, like <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-modules-and-modular-email\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">snippets and partials<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><strong>Email templates<\/strong><span style=\"font-weight: 400;\"> that can be reused across campaigns<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Trust us: setting up an email design system will pay dividends with helping your team create better emails, faster. <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-design-system\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">We break it down into six steps here.<\/span><\/a><\/p>\n<p style=\"padding-left: 15px; border-left: 10px solid #0d5477;\"><strong>Give modular email creation a try!<\/strong> <span style=\"font-weight: 400;\">Litmus makes it easy to go modular. Store and organize your snippets and partials in Design Library. <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Book a demo\u2192<\/span><\/a><\/p>\n<h2><strong>Phase 2: Build &amp; QA<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">Now that you\u2019ve identified your email\u2019s purpose and built out your modular email design system, it\u2019s time to put it all together.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This next phase is where email copy meets code\u2014and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/email-testing-and-qa\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email testing and QA<\/span><\/a><span style=\"font-weight: 400;\"> takes place.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Craft your email copy<\/span><\/h3>\n<p><strong>Email copy<\/strong><span style=\"font-weight: 400;\"> is the bread and butter of your email campaigns. It\u2019s where copy and design meet to help guide subscribers to taking action.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">One things to note: writing copy for emails is unlike writing for any other marketing channels. You\u2019ve got to keep certain things in mind, like character counts and truncation. It\u2019s an art form unto itself!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keep our <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/email-copywriting-kit\/\" target=\"_blank\" rel=\"noopener\"><b>Email Copywriting Kit<\/b><\/a> <span style=\"font-weight: 400;\">handy as you write for:<\/span><\/p>\n<ul>\n<li><strong>Ideal character counts<\/strong><span style=\"font-weight: 400;\"> to avoid awkard truncation\u00a0<\/span><\/li>\n<li><strong>A sample copy framework<\/strong> <span style=\"font-weight: 400;\">to make your own<\/span><\/li>\n<li><strong>Writing tips<\/strong><span style=\"font-weight: 400;\"> for compelling copy and <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/guide-to-ctas\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">CTAs<\/span><\/a><\/li>\n<li style=\"list-style-type: none;\"><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Build your email<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Once email copy is finalized, you can start building your email. That\u2019s where email modules (the ones you would have built out earlier) come into play.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You can even take things at step further by building out a collection of <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/what-is-an-email-template\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">email templates<\/span><\/a><span style=\"font-weight: 400;\">: an HTML file composed of reusable code modules, making it as easy as copying and pasting your copy, links, and image URLs to create an email.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">An email template should:<\/span><\/p>\n<ul>\n<li aria-level=\"1\"><strong>Have well-defined components<\/strong><span style=\"font-weight: 400;\">\u2014aka, the building blocks to your emails<\/span><\/li>\n<li aria-level=\"1\"><strong>Be well-tested<\/strong><span style=\"font-weight: 400;\"> so they don\u2019t break<\/span><\/li>\n<li aria-level=\"1\"><strong>Be accessible<\/strong><span style=\"font-weight: 400;\"> and optimized for <\/span><a rel=\"noopener\" href=\"https:\/\/www.litmus.com\/blog\/the-ultimate-guide-to-dark-mode-for-email-marketers\/\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">Dark Mode\u00a0<\/span><\/a><\/li>\n<\/ul>\n<h3><span style=\"font-weight: 400;\">Email testing and QA<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">No one likes to see an email they built, break. And subscribers don\u2019t like to be on the receiving end, either!<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Make sure the email you build is the one subscribers see. (That means no broken images, broken links, or Dark Mode mishaps.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">By way of email testing and QA, you\u2019ll be able to make sure your emails looks pixel perfect, every time. Make it easy to QA test with a checklist of the <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/email-marketing-checklist.html\" target=\"_blank\" rel=\"noopener\"><span style=\"font-weight: 400;\">29 of the most common and critical checkpoints<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_4240a0845eabdd36fe8b0d4fc8f5093c\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2020\/04\/gain-insight-line-icon.png\" alt=\"\" width=\"50\" height=\"50\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>Automate QA testing with Litmus.<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Use Litmus Test to automatically identify critical elements that affect email performance, helping you save hours in your email QA process in 100+ email clients and devices.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/pricing\">\n\t\t\t\t\t\tBook a demo\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>\n\n\n\n\t<div id=\"simple-text-block-block_50ff9b62a108f337b5562609a25e3e65\" class=\"block-simple-text-block alignfull \" style=\"background-color:\">\n  <div class=\"container\">\n  \t<div class=\"row\">\n  \t\t<div class=\"col\">\n  \t\t\t<div class=\"copy\">\n  \t\t\t\t<p>&nbsp;<\/p>\n<h2><strong>Phase 3: Review your results<\/strong><\/h2>\n<p><span style=\"font-weight: 400;\">The last phase should be all about review and reflection. Make sure you evaluate your email performance regularly and make it a part of your email marketing workflow.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Review your performance over a 12-month period with our <\/span><a rel=\"noopener\" target=\"_blank\" href=\"https:\/\/page.litmus.com\/email-reporting-slide-template\/\" target=\"_blank\" rel=\"noopener\"><b>email reporting slide template<\/b><\/a><span style=\"font-weight: 400;\">. Or if you haven\u2019t yet completed a 2022 review, you should definitely do so now!<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Be nimble, quick, and efficient<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The art of a great workflow is defined less by control and more by flexibility. Here are seven of our favorite tools to help you be more nimble, quick, and efficient as an email marketer.<\/span><\/p>\n  \t\t\t<\/div>\n  \t\t<\/div>\n  \t<\/div>\n  <\/div>\n<\/div>\n\n\n<div id=\"post-cta-buttonblock_113ced238b948f1595142b509fb71a1b\" class=\"block-post-cta-button mt-5\">\n  <div class=\"container px-0\">\n    <div class=\"row\">\n      <div class=\"blog-post-cta-button-wrapper col-12 col-lg-10 mx-auto p-4 d-block d-lg-flex align-items-lg-center align-items-start\">\n\t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t  \t\t \t\t\t  \t\t  \t\t  <div class=\"blog-post-cta-button-icon col-2 float-start mx-auto float-lg-start float-none background-white d-flex flex-column justify-content-center align-items-center text-center\">\n\t\t\t\t\t\t<img decoding=\"async\" src=\"https:\/\/www.litmus.com\/wp-content\/uploads\/2023\/03\/Workflow-Icon-1.png\" alt=\"Workflow icon\" width=\"316\" height=\"298\"\/>\n\t\t\t\t\t  \t\t  <\/div><!--blog-post-cta-button-icon-->\n\t\t\t\t\t\t\t\t  \t\t  <div class=\"col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0\">\t\t\t  \t\t\t  <h2 class=\"h-sm\"><strong>The Ultimate Email Marketing Workflow Toolkit<\/strong><\/h2>\n\t\t\t   \n\t\t\t  \t\t\t\t\t<p>Discover seven of our favorite tools to help email marketers get things done.<\/p>\n\t\t\t\t\t \n\t\t\t  \t\t  <\/div><!--col-12 col-lg-9 ps-lg-4 ps-0 text-center text-lg-start mt-3 mt-lg-0-->\t\t\t  \t\t  <div class=\"text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0\">\n\t\t\t\t\t\t\t\t\t\t<a class=\"btn btn-primary\" rel=\"noopener\" href=\"https:\/\/www.litmus.com\/resources\/ultimate-email-workflow-kit\/\">\n\t\t\t\t\t\tGet your toolkit\t\t\t\t\t\t<\/a>\n\t\t\t  \t\t  <\/div><!--text-center text-lg-end col-12 col-lg-1 ms-lg-2 ms-0-->\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t        <\/div><!--blog-post-cta-button-wrapper-->\n    <\/div><!--row-->\n  <\/div><!--container-->\n<\/div>","protected":false},"excerpt":{"rendered":"<p>Need a better email marketing workflow? Check out the Litmus team\u2019s three-phase email marketing workflow for success.<\/p>\n","protected":false},"author":25,"featured_media":64375,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[478,10116,10295],"blog_category":[10301],"class_list":["post-63583","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","tag-design","tag-modular-building","tag-workflows","blog_category-email-campaign-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.5 (Yoast SEO v27.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The 3-Phase Email Marketing Workflow Broken Down - Litmus<\/title>\n<meta name=\"description\" content=\"Need a better email marketing workflow? Check out the Litmus team\u2019s three-phase email marketing workflow for success.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.litmus.com\/blog\/email-marketing-workflow\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The 3-Phase Email Marketing Workflow Broken Down\" \/>\n<meta property=\"og:description\" content=\"Need a better email marketing workflow? 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