In conversation with Justin Price, Milwaukee Bucks' Senior Manager of Multichannel Marketing, about how his team uses Movable Ink and Stensul to cut their production time in half.
What are the main goals your team aims to achieve with your email program?
To keep fans engaged and informed with every send, move fans down the funnel, and drive customers to take action to consume an intangible or tangible piece of our brand. Another main goal is to maximize tools to increase our efficiency given we’re a small (but mighty) email marketing team.
How much time has your team saved on average per email campaign since automating the email creation process with Movable Ink and Stensul?
We can build email campaigns 50% quicker using Movable Ink and Stensul in tandem. There’s no need for us to use Adobe Photoshop to edit content, save said content, upload said content to Movable Ink, and then push the final content to the email template in Stensul. Now we simply build the module directly inside of Movable Ink and update content on the fly, reference the block we built in Stensul using the Movable Ink integration and boom - all done.
Before implementing Movable Ink and Stensul, what were the main bottlenecks in your email production process, and how have you since addressed them?
The main bottlenecks were the creation of the email in a silo and the build of the email. We built the email’s framework using Adobe Photoshop and Adobe Dreamweaver, saved the content locally, pushed the final content to our ESP, and then had to send the email out for review using a test attachment. Using Movable Ink and Stensul in tandem allows us to:
Build the email’s framework using Movable Ink (includes updating all creative and live text), push the final Movable Ink blocks to Stensul using an integration, share the email internally using the QA feature and preview link, and push the final approved email to our ESP from Stensul.