It’s all about proper, branded content that’s built, tested and delivered just on time. With small, incidental email campaigns it does not sound very difficult. Neither should it for fast-growing organizations who rely on high quality content…
Prototype, Build and Test in Content Builder
Email Studio is a perfect environment for building emails using reusable content blocks. I am in favor of a single template file and a collection of reusable, drag-and-drop, (shared) content blocks. A few key findings from working with EDS based on content blocks in CB:
- Set Roles and Permission and prevent from deleting important resources
- Know the email development limitations and pitfalls; this reduces the amount of questions and speeds up training
- Know your branding; this helps maintain high standards
- Know your design elements collection; this helps you rapidly prototype an email directly in Content Builder
- Master your collection; this helps you easily adjust the content blocks to any product-specific or rebranded/new brand design
- Email layouts do not change; 1-, 2-, 3-columns
- Train the team regularly in order to keep up with high standards
- Experts can’t get complacent and stay up-to-date
- Content is always late
- A nice and clean EDS in CB can get messy very fast
- SFMC is not always perfect - test before sending