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How We Create 6-Figure Emails
Max Sturtevant
April 23, 2024
The Inbox Newsletter
Hello friend, happy Tuesday!
Max with The Inbox Newsletter back.
Today I wanted to answer one of my FAQs…
What is my team like and what is our process for creating emails?
Team Makeup
Senior Account Manager
This position is the alpha for all of our accounts. They oversee the strategy and creation process to make sure emails are top-notch and strategy is sound.
Account Manager
This is a huge position. Account Managers are the direct reports for all clients. They do all of the copy and outlining emails for the Designers. They’ll make revisions for the client, communicate to client, respond within 10-15 minutes in the client Slack channels, report results weekly/monthly, and attend client calls.
Designer
This position is exactly as it sounds. They spend their day creating masterpieces, designing all emails outlined by the Account Manager and working with them to get a final design.
Klaviyo Technician
None of this matters without the Klaviyo Tech… this person uploads all emails from Figma to Klaviyo once approved. They build out the campaigns, flows, add links, and send quality check previews to Account Managers before scheduling.
Well Copy Creation Workflow
I saw somebody create a diagram like this for their process on Twitter so I had to make one for my own…
Well Copy Email Creation Process
Campaign Calendar
First, we work with the client to get a 30-60 day campaign calendar established.
We’ll get main events from the client, fill in our email strategy and calendar, and send it to the client to get it approved.
Once approved, we’ll upload it into our Project Management System so we can track and monitor the emails’ progress.
Email Creation
The email creation process goes as follows…
Account Manager writes copy
Designer creates email
Account Manager reviews design and makes revisions
Senior Account Manager reviews design and makes revisions
Email is sent to the client.
This ensures multiple sets of eyes see the email and are about to quality check it for spelling, spacing, or formatting errors before sending to the client.
Important to do this in batches of 3+ emails. If you did this one at a time it would take way too long.
Client Review
The client review process is pretty straightforward.
We design our emails in Figma, and clients will review our emails in Figma.
Once an email is ready to go, we’ll move it from our Internal Design file to our Client Reviewal File.
This will trigger an automation in Slack which pings the client with a link to the email file saying it’s ready for review.
If the client has revisions they’ll comment on the Figma file and click a button in Slack which will ping our Account Manager saying the email needs revisions.
The Account Manager will do the revisions themself or work with the Designer on making the changes.
Once approved, the Client will click a button in Slack which pings our Klaviyo Technician saying the email is clear to upload to Klaviyo.
Sending In Klaviyo
Once an email / flow is approved by the client, the Klaviyo Technician is pinged in Slack and told they can upload into Klaviyo.
They’ll slice and dice the email in Figma and upload it into the proper place in Figma.
They’ll also put in the subject lines, preview texts, email, links, A/B tests, etc.
Once they finish uploading they’ll send a test email to the Account Manager.
The Account Manager will then Quality Check the email a final time before scheduling and sending off!
That’s all there is to it.
You don’t need anything more complex than this, I’ve tried everything.
This keeps things condense enough to where it’s efficient while getting enough people on the email to review and mitigate mistakes.
Email Inspiration Of The Day
Brand:
Casely
Notes:
Earth Day was yesterday and Casely crushed this opportunity.
They outlined their sustainability efforts which built goodwill with the customer and builds the strength of their community.
If you remember my outline for a 10/10 email I shared a few newsletters back, this email is essentially that.
Strong header photo and headline.
1-2 sentences of supporting body copy
Simple and easy to read graphic in body section
Large call to acton button.
Perfect 🤌
A/B Test Result of The Day
Variation A (top):
Longer graphic email with 5 sentences of body copy.
Variation B:
Shorter graphic email with 0 body copy.
Insights:
Another test, another result proving simplicity always wins!
These were identical emails except one had more information and a longer scroll.
You’d think that the more information you give the customer the better, but that’s not always the case with email.
You want to keep things short and snappy to make it really easy for the customer to click!
Helpful Links Of The Day
Reply to this email if you have any questions or further content you want covered.
Cheers,
Max
PS - If you’re an ecom brand doing over $50k per month interested in working with my full stack email marketing agency, book a call here.