Designers and other stakeholders struggled too.
To deliver a cohesive experience across channels during a campaign, an email is mocked up and presented to stakeholders. These mockups were loosely stitched together from grouped layered and image masks, which required manual adjustment for every paragraph that was too long or too short. They also looked different, as designers made selective choices regarding color and typography for each project. And most painful of all, because they didn’t live in a central place and no one knew where to find them.
Each and every email was hardcoded.
This setup was costly and not ideal. Individually-stylized emails for each campaign dilute the visual identity, decreasing brand recognition over time.Email campaigns were a complex task for everyone involved, which made it difficult to deliver a consistent experience on the customer end, who received emails that often looked different from what was intended.