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Growing your business goes hand in hand with scaling your email channel. But sending email at scale is no small feat, especially considering that campaigns are more complex than ever.

Email recipients expect highly personalized experiences, and because 320 billion emails were sent and received each day in 2021, delivering on those expectations is vital to standing out. Simply sending more emails to a growing list won't cut it.

Instead, you need to get strategic about what, when, and how you send email. You need to be able to build various email types quickly. And you need to get personal by showing customers they're more than just an email address.

I'll share some strategies and tools to accomplish those tasks in a moment. But first let's take a quick look at the challenges of email marketing at scale.

Challenges of Email Marketing at Scale

1. Resource and coding requirements

Anyone familiar with the technical side of email knows the struggles with HTML and the employing of developers to help you navigate that infamously finicky code.

Unfortunately, that means every change, iteration, and dash of personalization requires their help, meaning more time, money, and resources spent—a far cry from a scalable setup.

2. Ease of testing

To ensure every email is engaging and provides the best subscriber experience possible, testing is essential—especially when you consider that nearly 50% of all emails are opened on a mobile device. But when you're coding emails in HTML, that critical step becomes a time-consuming process. And if there are major changes, you'll be forced to start the waterfall process of email production all over again.

3. Efficient collaboration

As your business grows, your team grows; and so, too, will the number of your email stakeholders. That complicates your email approval workflow, especially when review rounds happen in multiple disparate channels such as Slack, or via long email chains—all of which leads to more mistakes, redo's, and miscommunications.

Scaling Email Marketing the Smart Way: Two Strategies

So, how can you address the cited challenges while still giving a growing email list the personalization and complexity it deserves?

1. Understand the bigger picture

By zooming out on both your customers' needs and your company's activity, you can avoid the costly, time-consuming missteps that only compound with a growing list.

First, map your customer journey. Always necessary but often overlooked, outlining the ideal path consumers take when interacting with your brand helps you avoid the misstep of overwhelming subscribers (Read: spamming them).

Start by pinpointing the stages in which various emails make sense. Then, take stock of the team members and sending systems involved at each stage to identify overlaps, rule out unnecessary steps, and cover any gaps with well-timed messages.

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Email at Scale: How to Increase Campaigns and Manage Complexity

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ABOUT THE AUTHOR

image of Matthew Harris

Matthew Harris is the founder and CEO of Dyspatch and Sendwithus, leading platforms for email creation and management.

LinkedIn: Matthew Harris

Twitter: @mrmch