{"id":26030,"date":"2021-05-20T14:53:08","date_gmt":"2021-05-20T09:23:08","guid":{"rendered":"https:\/\/email.uplers.com\/blog\/?p=26030"},"modified":"2022-02-08T18:09:50","modified_gmt":"2022-02-08T12:39:50","slug":"agile-email-marketing","status":"publish","type":"post","link":"https:\/\/email.uplers.com\/blog\/agile-email-marketing\/","title":{"rendered":"Expert Interview Series: Part 2"},"content":{"rendered":"\n

Expert Interview Series: Part 2<\/h2>\n\n\n\n
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Magan Le<\/h5>\n

Content Marketing Manager, Litmus<\/p>\n <\/div>\n <\/div>\n

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\u201cAgile Email Marketing\u201d<\/h2>\n

– The Way Forward<\/p>\n <\/div>\n <\/div>\n

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Magan Le<\/h5>\n

Content Marketing Manager, Litmus<\/p>\n <\/div>\n <\/div>\n\n\n\n

\u201cAgile\u201d — It is such an impressive word. In today\u2019s times, every marketer wants to be agile. However, the problem is that as attractive as it sounds, people are neither fully aware of what it means nor do they know how to implement it correctly.<\/p>\n\n\n\n

Agile marketing encompasses six disciplines and four shifts, as you can see here:<\/h4>\n\n\n\n
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Figure P.1<\/strong> The Six Disciplines and the Four Shifts of Agile marketing<\/p>\n

Source:<\/strong> The Six Disciplines of Agile Marketing<\/p>\n

Proven Practices for More Effective Marketing and Better Business Results<\/p>\n

By Jim Ewel \u00b7 2020<\/strong><\/p>\n <\/div>\n<\/div>\n\n\n\n

When it comes to email marketing, the agile methodology helps you to deliver timely content to your target audience while maintaining a consistent pace and sustainable approach.<\/p>\n\n\n\n

To learn more about agile email marketing, we got in touch with Magan Le, Content Marketing Manager at Litmus, who has been actively executing the agile workflow since quite some time now.<\/p>\n\n\n\n

So, let\u2019s get some great insights into the subject from the subject matter expert, Magan.<\/h4>\n\n\n\n
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You have been emphasizing on agile email marketing. Do you feel it is the future? Why?<\/h3>\n <\/div>\n<\/div>\n\n\n\n

Magan:<\/strong> Yes, agile email marketing is the future and the best way to stay ahead of your competitors and on top of your audience\u2019s needs. We\u2019ve seen during the pandemic and chaotic political and social climate how much things quickly changed and still are. Agile email marketing makes it much easier to adapt and focus on your subscribers.<\/p>\n\n\n\n

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How have you incorporated agile email marketing at Litmus?<\/h3>\n <\/div>\n<\/div>\n\n\n\n

Magan:<\/strong> We use our own tools to be quick and flexible in our email process. Our email design system lives in Litmus, so we can quickly drag and drop to create emails. Once we know the content we need to cover, I can start copywriting while our designer mocks up the email. And our developer can start to build it out because we already know what template and modules we\u2019re going to use. Then, it\u2019s just a matter of plugging text and images in and syncing to our ESP. And because Litmus automates QA testing, we don\u2019t have to worry as much about broken emails.<\/p>\n\n\n\n

We also have a reviews & approvals tool built in so we can collect everyone\u2019s feedback in one place and we know exactly what it\u2019s for. I hate all the usual back and forth because it\u2019s sometimes confusing and wastes so much time. That\u2019s not agile!<\/p>\n\n\n\n

We\u2019re also A\/B testing a lot more because some of the things we thought we knew don\u2019t work anymore. We\u2019re all about staying in tune with our customers and subscribers, flexing to their needs.<\/p>\n\n\n\n

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Agile marketing demands email teams to be able to adapt and pivot at a moment’s notice. What do you suggest for the teams to be prepared for quick alterations?<\/h3>\n <\/div>\n<\/div>\n\n\n\n

Magan:<\/strong> The most important thing is to have an agile mindset. Know, accept, and expect that things change. So when you do need to adapt for the sake of your subscribers, everyone\u2019s ready to jump in.<\/p>\n\n\n\n

Beyond that, communication and team effort are critical. And email modules don\u2019t hurt! So, even though I mostly do copywriting in our email process at Litmus, our modular email templates make it so that I can go in and easily build emails if I have to. And with my prior email experience, I can jump into our ESP to build lists and hit the send button.<\/p>\n\n\n\n

So, set up your processes and tools so that they\u2019re easy for others to spring into action. And then train them as needed so you\u2019re not left scrambling.<\/p>\n\n\n\n

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Empathy-driven email marketing is getting more and more popular. How does agile marketing help to create emotion-driven emails?<\/h3>\n <\/div>\n<\/div>\n\n\n\n

Magan:<\/strong> If you\u2019re not familiar with agile marketing, you might think it\u2019s just about moving fast. I would argue that that\u2019s merely a side effect.<\/p>\n\n\n\n

The true purpose of being agile is to test and learn so you can get to know your audience better. And by doing that, you\u2019re creating an experience that\u2019s inherently empathetic.<\/p>\n\n\n\n

So it\u2019s not that 2020 forced everyone to change their marketing plans. 2020 changed people\u2019s behaviors and feelings\u2014and that\u2019s what\u2019s forcing brands to empathize and shift to stay relevant. Many companies that weren\u2019t agile enough to do so suffered the consequences\u2014getting shut down or canceled.<\/p>\n\n\n\n

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What are the main benefits of agile email marketing? Which primary problem does it solve, according to you?<\/h3>\n <\/div>\n<\/div>\n\n\n\n

Magan:<\/strong> The main benefits of agile email marketing are:<\/p>\n\n\n\n

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Saving time in your email workflow<\/h4>\n<\/div>\n
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\"Workflow<\/div>\n

Focusing on your audience\u2019s needs<\/h4>\n<\/div>\n
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Greater speed to market<\/h4>\n<\/div>\n<\/div>\n\n\n\n

According to our State of Email Workflows report, 52% of marketers spend two weeks or more to complete a single email from conception to hitting the send button. Our email developer<\/a> can literally build an email in 10 minutes! That\u2019s probably going to be the most noticeable impact for most brands.<\/p>\n\n\n\n

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If newbie email marketers want to employ the agile methodology, what would be your suggestions for them?<\/h3>\n <\/div>\n<\/div>\n\n\n\n

Magan:<\/strong> I wrote a helpful guide on the agile email workflow<\/a>, but to summarize, my suggestions are to:<\/p>\n\n\n\n