Unique Needs Enterprise

Addressing the Unique Email Needs of the Enterprise Marketer

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.

One size doesn’t fit all

The largest enterprise marketers have unique needs that aren’t being served by the leading marketing cloud ESPs. When it comes to email solutions, what works for one company won’t work for another. The largest enterprises usually have several things in common:

  • They keep customer data behind their firewall in internal systems
  • They send a lot of email
  • Data security is top of mind

Personalization is vital for success

Consumers expect global businesses to lead the pack when it comes to delivering a great experience. This means it’s essential for them to have the right technology in place to be able to execute effectively. But these companies haven’t been adequately served by commercial email marketing solutions, like the popular “marketing clouds,” which were built for a wide audience and don’t meet the specific needs of the world’s biggest email marketers.

Marketing clouds make a lot of appealing promises: easy installation, higher ROI, and freedom and independence from I.T. For many businesses, these software-as-a-service solutions can deliver on many of these promises. But these promises fall short for the largest marketers as their data gets too complex and email volume gets too high for the marketing clouds to be effective.

It’s all about data access and control

The main reason pure-SaaS solutions aren’t ideal for big enterprises is  marketers can’t access all their data in real time. With system-of-record customer data housed internally, a company must copy a subset of data, map it to their cloud provider, and sync it there for storage. After sending emails, you must send data back into the internal systems.

This process is time-consuming, costly, and less effective for larger businesses. When the data sync has issues or you need to add new fields, it frustrates both I.T. and marketing groups. Most importantly, all this means that marketers aren’t able to deliver a great experience to their customers.

Hybrid solutions for enterprise email marketing

So where do major brands go when they’ve “outgrown” the marketing clouds? Hybrid cloud solutions bridge the gap between enterprise marketers and their customer data. It utilizes the cloud for the heavy lifting: getting emails out the door and into recipient’s inboxes. But importantly, they also bring the marketing application to where the data lives — behind their customers’ firewall — to access their customer data in real time.

By allowing marketers to access all of their data in real time and letting the cloud deliver the messages, I.T. resources that used to be dedicated to managing email feeds and data syncs are freed up, enabling them to focus on projects that can grow the business. Marketers have live access to all of their internal data within a familiar, easy-to-use interface. And customers are happy because a brand they love is sending them timely and highly personalized communications.

Will Devlin

A 15-year veteran of the email marketing industry, Will has been focused on leading marketing strategy and execution for MessageGears since 2014. He has extensive experience on both the retail customer and service side of email marketing, and he’s interested in helping businesses better understand how they can make the most of the work they put into their email campaigns.

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