This guest post comes from our friends at Mailgun, the email service built by and for developers. Mailgun integrates beautifully with Dyspatch, empowering seamless collaboration between developers and marketers on transactional email.
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There is a fine line between working together and working against each other. When it comes to email, ensuring your teams have proper tools and processes will keep them on the right side of that line. Streamlined collaboration will improve communication and, ultimately, ensure the best success for your campaigns. But before we get ahead of ourselves, we need to ask the question:
Why Are Transactional Emails So Important?
Transactional email makes up a huge chunk of your total email send, and it’s part of the reason Mailgun started in the first place. What’s unfortunate about transactional emails is that many businesses unintentionally overlook them. Transactional emails are often split between development and marketing teams, and with all the other projects both teams are working on at any one time, they can fall through the cracks.
Bad transactional emails can lead to more problems than just a hodgepodge template. For instance, if clients think your password reset emails look like they’re coming from someone else, expect your complaint rate to start rising. A higher complaint rate can hurt your domain and IP reputations, email lists, and overall deliverability. Not good.
Luckily, there is a lot you can do to fix this. Bad reputations can be fixed with the right best practices, and different email messages can be separated into subdomains by category to prevent marketing and transactional emails from influencing each other negatively. When it comes to the nitty-gritty of sending, Mailgun makes it easy to make these changes no matter what coding language you use for your email. Still, preventing reputation issues that can result from questionable email templates before they happen would be ideal.
So How Can You Fix This?
The best way is to get your teams to work together on transactional email! Just not necessarily in the way you think they should collaborate.
Let’s elaborate. We’re suggesting that instead of working in silos, where each team owns one part of the process, you can instead foster strategic communication between devs and marketers, allowing both teams to thrive. This will help prevent your transactional emails from falling through the cracks we mentioned earlier.
Mailgun allows developers to plug-and-play their email API or SMTP protocols, in whichever language they use, to set up an email infrastructure within their company. No widgets to drag and drop, no templates — just code. For the developers out there, this is exactly what they’re looking for in an email service. But to some marketers, this can sound like a huge challenge, one they may not be able to overcome without developer help. On top of other deadlines, coding emails is very low on the list of priorities for marketers, one that can turn into a nightmare fast.
That’s where Dyspatch comes in. Dyspatch allows marketers to edit transactional emails without having to touch the code. Emails can be built in a visual editor, without coding HTML. But for those who want it, the flexibility to dive into the code remains, with the option to use an HTML code editor. When Dyspatch is integrated with Mailgun, changes to transactional email templates can be displayed both visually and through code. No more clunky updates, just a seamless email workflow that melds code and design.
Two Platforms Shaking Hands
We believe that every company will benefit from this approach, even Mailgun. The thing is, collaboration between these teams works best when both groups can complement each other. Working together means fewer situations like this:
Once your dev team gets Mailgun set up with Dyspatch, your marketers can update transactional email without having to ask your developers for help. Your devs get to focus on higher priority tasks and your marketers can really get their hands on their emails. No more annoyed teams or mismatched emails — who doesn’t love that?
If you haven’t gotten your hands on Mailgun yet, show us off to someone on your development team. We can accommodate most coding languages, and it’s free for the first 10,000 messages each month.
Looking to learn more?
Webinar:
Mailgun + Dyspatch: Helping Developers and Marketers Find Middle Ground on Transactional Email
Hear from email experts on how Dyspatch and Mailgun combined can help your teams improve efficiency through seamless email collaboration and streamlined workflows.
