Work smarter, not harder: The benefits of real-time collaboration in email marketing

Why collaboration is crucial for email marketing teams

Email marketing campaigns today require a synchronized effort across multiple roles. Writers need to craft compelling copy, designers ensure visual appeal, and strategists focus on timing and audience targeting. However, these roles often operate in silos, resulting in disjointed communication and inefficiencies.

For example, you may have found yourself in a similar situation: your designer updates a newlsetter template based on outdated copy while a manager requests changes to the CTA without realizing it’s already been revised. The result? Lost time, frustrated team members, and, worst of all, a campaign that doesn’t reflect the brand’s unified voice.

What’s more, the pressure to deliver personalized, high-quality campaigns on tight deadlines is mounting. According to industry data, teams that use collaborative tools report a 30% faster campaign turnaround and significantly fewer errors compared to those relying on traditional workflows. That’s because collaborative platforms enable email marketing teams to:

• Reduce errors: By working in the same environment, you can see updates in real time and avoid cannibalizing or changing each other’s work.

• Improve consistency: Unified tools help maintain brand guidelines across all campaigns.

• Save time: Centralized workflows eliminate the inefficiencies of back-and-forth communication.

For growing SMBs, distributed teams, and agencies juggling multiple clients, these benefits are game-changing.

The benefits of cross-functional, real-time workflows

So, while we’ve briefly touched upon why collaboration is key across email marketing teams, let’s dive into the benefits you can expect in more detail.

Accelerated campaign creation

In email marketing, speed matters. Whether it’s responding to market trends or launching a time-sensitive promotion, delays can cost opportunities. Real-time collaboration enables teams to work simultaneously on campaigns, reducing bottlenecks and delivering faster turnarounds.

For example, instead of waiting for design and copy to be finalized separately, both teams can co-edit a template in real time. Feedback is immediate, and changes are implemented on the spot, saving hours or even days.

You can instantly see (and review) changes your colleagues make directly in Mailjet’s Email Editor, sort of like Google Docs. You can add your comments on text blocks, images, buttons, and more to help streamline your work process and increase your team’s efficiency.

Error reduction

Traditional workflows are prone to mistakes. Misaligned edits, outdated drafts, or miscommunications can lead to errors that damage your brand’s credibility. While it’s not the end of the world if the odd typo slips through the cracks, it’s not a great look. Real-time collaboration tools solve this by:

• Preventing conflicts: Everyone sees updates as they happen, ensuring no one overwrites changes. Some software will even alert users to any changes made

• Maintaining version control: Teams always work on the latest draft, reducing confusion.

These features not only improve accuracy but also build trust among team members and stakeholders.

Improved consistency

Maintaining a consistent brand voice across campaigns is challenging when multiple contributors are involved. Real-time collaboration provides a single source of truth for:

• Templates: Pre-approved layouts based on your email design system ensure every email aligns with brand guidelines.

• Content: Locked sections preserve critical messaging, while editable areas allow for personalization.

While it might seem like a minor detail, your brand voice sets you apart from competitors. It’s how customers recognize you, for you. And is why being consistent across all communication channels – especially email – is so important, building both brand recognition and trust with your audience.

Enhanced creativity

When teams collaborate in real time, they can brainstorm, experiment, and iterate more effectively. Designers and writers can test different ideas on the fly, while strategists provide immediate input on alignment with campaign goals.

The result? More innovative campaigns that stand out in crowded inboxes.

Scalability

As teams grow, so do their challenges. Scaling email marketing operations requires tools and processes that adapt to larger teams, more campaigns, and higher stakes. Real-time collaboration makes it easy to onboard new members, manage growing workloads, and maintain efficiency without sacrificing quality.

Who benefits the most from real-time collaboration

Wondering if real-time collaboration software is really a necessity for you and your team. Well, if you fall under one of the categories from the list below, it should be on your radar.

Small and medium-sized businesses (SMBs)

As small businesses grow, so do their teams. Collaborative tools provide a centralized hub for campaign creation, enabling seamless communication and reduced complexity. For instance:

• Marketing coordinators can draft emails while strategists simultaneously refine audience targeting.

• Everyone works in sync, ensuring faster approvals and launches.

For SMBs, collaboration tools are a force multiplier, allowing them to compete with larger organizations.

Enterprise and mid-market

Large enterprises often juggle multiple campaigns, brands, and regions. This complexity demands a high level of coordination. This is where your real-time email collaboration software comes in. It helps:

• Align distributed teams across geographies, ensuring consistent messaging.

• Simplify approvals and reduce the risk of miscommunication between departments.

Creative agencies

If you think it’s challenging communicating with an internal marketing team, then imagine what it’s like for agencies. Juggling multiple projects and clients at a time is not easy, and the ability to collaborate directly on a shared tool ensures alignment at every stage of production.

It eliminates the inefficiencies of traditional workflows – like long email threads, file attachments, and scattered feedback – by centralizing everything in one shared platform. With real-time editing and commenting, agencies can present drafts to clients and receive instant input, reducing the back-and-forth cycle that often delays campaign approvals.

The key features that enable seamless collaboration

Mailjet is at the forefront of collaborative email marketing, offering a robust suite of tools that address some of the common pain points we discussed above. Let’s take a closer look at the features driving this transformation.

Real-time collaboration

Think of Mailjet’s real-time collaboration as the Google Docs of email marketing. This feature allows multiple users to work on the same email simultaneously while avoiding the pitfalls of conflicting changes.

For example, teams can track who is editing what in real time, and receive alerts when new updates are published, minimizing the risk of overwritten edits. Beyond emails, this functionality extends to Mailjet’s landing pages and forms, making it a versatile tool for cross-channel marketing.

Multi-Admin and user access

Effective collaboration doesn’t mean giving everyone the same level of access. Mailjet’s multi-admin and user access feature lets teams customize permissions based on roles. Some of the key benefits include:

• Restricting access to sensitive templates or campaigns for better governance.

• Allowing full admin privileges for those who need them without compromising security.

This feature is particularly useful for agencies managing multiple clients or enterprises with complex hierarchies.

Template gallery

Creating from scratch is time-consuming. Mailjet’s Template Gallery offers over 100 pre-designed, responsive email templates tailored for various use cases, from marketing campaigns to transactional emails.

This not only speeds up production but also ensures every campaign aligns with brand guidelines.

Mailjet’s email marketing solution allows you to easily create beautiful designs for your emails. If you’re using a design tool that supports HTML export, like Figma or Adobe XD, you can export your email templates in HTML format using Mailjet’s advanced editor.

Saved and locked sections

Efficiency meets governance with Mailjet’s saved and locked sections. Teams can save commonly used sections – like headers or footers for reuse across campaigns. You can also lock critical sections to prevent unauthorized edits, ensuring nothing that should remain as is, gets accidently edited or changed.

Activity logs

Tracking changes can be a nightmare in collaborative environments. Mailjet’s Activity Logs provide a detailed history of edits, deletions, and additions. This not only helps teams stay on the same page but also ensures accountability – a crucial factor for compliance in industries like finance and healthcare.

How Sinch Mailjet helps you work more collaboratively

Breaking silos isn’t just about improving workflows; it’s about unlocking creativity, fostering teamwork, and delivering impactful campaigns. With tools like Mailjet, email marketers can finally work together in real time, creating campaigns that are cohesive, efficient, and aligned with brand goals.

Are you ready to transform your email marketing strategy? Explore Mailjet’s collaborative features today and experience the power of working together, seamlessly.