Dynamic email content can now be created and collaboratively viewed in the Stensul platform before deployment to Salesforce and Marketo.
Email creation platform Stensul has created the ability for teams to collaborate in authoring, reviewing and approving dynamic content within Stensul itself for deployment in Salesforce Marketing Cloud and Adobe Marketo Engage. Previously, emails containing such content had to be deployed to Salesforce and Marketo in order to be reviewed. The aim: time-saving.
Why we care. This is an instance of a very broad trend to bring as many parts of a process as possible within a single workflow — in martech, that often means within a single platform. Stensul, of course, does not offer the segmentation, automation and distribution capabilities to be found in platforms like Salesforce MC; its focus is collaborative creation.
That has been available for some time in the context of “static” text and image creation for emails. Dynamic content is content that changes dependent on factors like recipient’s behavior and preferences and time of open. Dynamic, in other words, is an important facet of personalization when it comes to email marketing. That content can now be reviewed without deploying the email in the distribution platform and sending a test.
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No-code authoring. Stensul will also enable no-code authoring of dynamic content. Rather than working in the native email environments of ESPs and marketing automation platforms, ordinary users will be able to author dynamic content without the need for coding, freeing up specialist time for other work.
“Changing elements of an email — from the headline, image, body text, the CTA, and even links — is done quickly and easily without the need to make structural changes to the modules in the email’s templates,” said Kyle Garrett, senior marketing ops manager at Weave, a communications platform for SMBs and a Stensul customer.