Emails can be divided into two categories, auto-trigger and batch, and blast. The former constitute the vast majority of emails sent and 80% of email conversions. The latter category consists of all editorial and promotional emails for which the design team is responsible. These emails took a large percentage of the design team’s resources and were responsible for a minority of email conversions.
In conjunction with a cross-team email workflow audit and the development and implementation of successive rounds of email templates, the design team was able to reduce the email production process (from concept to delivery) from 15 to 4 hours.