Considering I'm the only person who does email full-time for our company (we have a graphic designer who helps with graphics from time to time and a dev who helps with any dynamic content), I don't have much of a process.
I mess around in illustrator or a sketchbook to come up with my main graphics and place those into a template. I'll also update any text. Since the template has been tested for different devices, clients, etc in the past, I don't bother with it unless I change more than the graphics.
Then I'll send the test email to myself, my marketing manager, and maybe one other person for approval.
Whole process can take anywhere from 1-3 days.
Yes, sometimes I feel like a big part of email marketers' jobs is simply telling the higher-ups about how bad their ideas are (in a civil way of course 😉). I constantly have to talk our president off the ledge of putting in long product lists in emails as well.
You can always try and create a presentation or quick report on why more personalization and "out-of-the-box" ideas are actually better for revenue and customer engagement in the long-term!
The banner is present towards the bottom of every promotional send so it is not based on time. However, we do have "filter change reminder" campaigns that go out after the expected lifespan of the purchased filter.
Yes, I was just at Litmus Live too, and forgot to write down that idea! This is something I think we can definitely look in to and have separate campaigns like the insurance company did or do one-offs like you mentioned.
Good ideas, thanks for sharing!
We do send out separate "filter change reminder" emails that send based on the expected lifespan of the filter they ordered. We haven't put reviews in them however, so that could be a good addition.
We actually create aftermarket filters that are in direct competition with companies like Whirlpool and Samsung because they have their own name brand fridge filters, so it may be difficult working with them but we can always give it a shot.
I think you hit the nail on the head, unfortunately lol. It probably is best just to stick to a pragmatic approach. We do send out "filter change reminders" which are separate from the promotional emails and those are based on the lifespan of the filter.
Some good seasonal content and maybe a proper "lifecycle of a filter" or "what happens to your filter over time" video/blog could probably be a good addition.