Improve the quality of emailing thanks to a better organization of the teams!

A few weeks ago, I had the opportunity to detect an error in an emailing. When I took a closer look at the history of emails received from this advertiser, I quickly realized that this error had been present for over a year and a half!

But why was this error not detected in a year and a half?

Unfortunately, this is an all too common occurrence and there are several factors that can explain it:

• A perpetual emergency Many email production teams live in a permanent state of emergency, with campaigns following one another without the opportunity to have moments dedicated to evaluating the quality of the production process.
• Production processes that are too mechanical Automation is a fundamental trend that is beneficial for emailing, but it has a perverted effect. Indeed, it is necessary to manage to monitor the automated campaigns in an efficient way in order to be able to detect the possible problems.
• Too much segmentation of the teams Separating marketing, design, integration and development teams is logical for many companies. Unfortunately, this separation leads to a loss of reference points with respect to the responsibilities of each. The risk is to duplicate work for some tasks ... and to forget others.
• Poorly defined objectives When a company starts thinking about its marketing strategy for the first time, its first instinct is to think about its objectives. But over the years, the teams change and the company's business evolves without redefining the objectives.
• Marketing in charge? It is logical that the email marketer is the conductor of the organization of the emailing strategy. But this role must remain humble, listening to the other specialists present so that they feel involved in the projects and deliver the maximum.

All these reasons allow us to identify 4 priorities regarding emailing production teams (but this is certainly valid for other disciplines than emailing):

1. Regularly redefine the emailing strategy;
2. Optimize production processes;
3. Manage multidisciplinarity correctly;
4. To constantly think about the quality delivered.

This last point is crucial. Who is responsible for the quality control of your campaigns?

A need to step back

Taking a step back while the urgency is perpetual is not an easy thing. There are three solutions:

1. the intervention of an external consultant who will be able to offer you a follow-up of your emailing strategy and your production processes;
2. the recruitment of a dedicated person whose role will be to verify the quality aspects of your strategy and to have a transversal vision of your activity;
3. a rotating responsibility in your teams that will give a member of your team the opportunity to step back from his or her activity and that of others for a determined period of time.

Obviously, there are no miracles! Improving the quality of your emailing and therefore the performance of your campaigns requires resources and a willingness to change.