Last week, MessageGears CEO Roger Barnette and Co-Founder Dan Roy got on stage at the annual MarketingSherpa Summit in Las Vegas to present “Addressing the Unique Email Needs of the Enterprise Marketer” in the event’s Solutions Theater. In the session, the two made the case for why enterprise businesses need innovative technology solutions and partners to effectively communicate with their customers. The needs for the biggest email senders in the world are different than what most of the market needs.
Few things in life beat the feel-good nature of Spring. The warm weather and the sunshine make it easy to get motivated to clean house and begin new projects.
Spring is also a great time to review your marketing programs and tech stack, including your email service provider. Excellence doesn’t happen by chance, especially in today’s highly competitive and shifting digital marketplace. You may spend months planning various campaigns and programs, but if your email technology falls short, your results will suffer. You need to know how your ESP helps you succeed and whether it gives you the tools to help you succeed.
There are many terrific agencies that provide in-depth, custom ESP audits, but here are a few key indicators to get you started:
Recently, the hype surrounding the “Internet of Things” has reached an all-time high. Among enterprise businesses, this has driven and inspired serious concerns over security – this Gartner report’s headline says it all: “It’s Time to Isolate Your Services from the Internet Cesspool.”
Most attacks originate from the public internet, and the more devices that are connected – cars, watches, security cameras, DVRs – the greater the risk for being hacked. The global cost of handling cyber attacks is expected to rise from $400 billion in 2015 to $2.1 trillion by 2019, per Juniper Research.
Email marketers making plans for upcoming campaigns should take a closer look at mobile.
In analyzing open and click rates from our enterprise customers between Q1 2015 and Q4 2016, we’re seeing signs that consumers are becoming more comfortable opening email marketing messages and engaging with offers from their smartphones. Over the past two years, the percentage of email opens on desktops have declined, while the percentage of overall opens happening on smartphones has gone up about 7%. Smartphone click rates, which were a fraction of overall clicks at the beginning of 2015, are also significantly higher. More clicks are now happening on smartphones (47.5%) than desktops (41.7%).
Email marketing is used to engage, re-sell, upsell, and create long-term experiences with customers. Customers are used to receiving highly individualized messages from brands they know and trust. In some cases, smaller and mid-sized businesses do this better than the global enterprises. Why? The more data you have as a marketer, the more complicated it can be to manage and utilize your customer’s information properly. Many enterprises have so much information to use in personalization that they find it difficult to get personalization right (see our recent blog post). The pressure is on as consumers expect larger, well-known brands to be the leaders and trendsetters when it comes to delivering a relevant experience.
The solution? Large enterprises that have made significant investments in local databases and marketing warehouses are looking for solutions that access those data sources directly instead of requiring them to copy and sync snapshots of it to the cloud. Solutions (like MessageGears) not only provide better access to data but make it easier for enterprises to utilize that data more effectively for email marketing. Real-time access to everything that’s happening also allows marketers to quickly react to their customer’s buying signals, providing a better overall experience.
Relevant content and offers are crucial for success.
Content is king. For B2C enterprises, sending offers and product recommendations can no longer be one-size-fits-all. A product recommendation out of the blue is not likely to help customers find value in your company. Sending product recommendations based on behaviors and interests needs to be done at the right time to bring value. For B2B businesses, delivering useful and helpful information to prospective buyers can help guide them closer to a conversion point.
It’s important to find solutions that allow personalized recommendations and behavioral signals to be triggered automatically (and accurately). Marketers need to utilize these tools to test different variations and audiences.
Great personalization keeps people coming back.
The more relevant and individualized the content is, the more engaged people are with it and they’re less likely to unsubscribe. Enterprise marketers should test and measure the degree of personalized content their customers are comfortable with. When companies send emails regularly, they’re enhancing the overall customer experience and readers are more open to engaging with what they offer.
Roger and the team at BounceX also talked about getting timing right, undervalued email KPIs, and how businesses can scale their marketing programs quickly.
You can watch/listen to the full webinar here.