Enterprise Email Priorities: What Email Marketing Pros View As Their Top Concerns

Enterprise Email Priorities: What Email Marketing Pros View as their Top Concerns

For enterprise B2C marketers, email is among the most effective tools for reaching out to and connecting with customers. But it’s also a medium that’s challenging to leverage effectively, particularly when nearly everyone uses it — the competition for inbox space is fierce, and there’s no sign that people’s attention spans are getting longer. We understand the difficulties enterprise marketers face when it comes to maximizing their email ROI, but we wanted to dig deeper and see exactly where their priorities lie.

That was the motivation behind our recent survey, where we asked enterprise marketers to talk about their biggest challenges, top priorities, and their evaluation of how well they’re meeting their email marketing goals. It’s helpful to hear stories and talk in the field while discussing issues with clients, but this was an opportunity to look at a wide cross-section of enterprise marketers to take the temperature of the email industry, and what’s creating the biggest obstacles to success for marketing teams.

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Eliminating Data Silos To Improve Email Marketing

Eliminating Data Silos to Improve Email Marketing

As a marketer, how much insight do you have into the entire customer journey, from first touch to ongoing communications? Do you have a complete, global view of your loyal customers, or are data silos keeping you walled off?

Today’s consumers expect personalized, relevant, and immediate messaging coupled with a consistent experience, no matter how they’re interacting with your brand. Yet, most organizations have pieces of customer data being stored by various vendors and departments. This then makes it difficult to obtain that complete view of their customers and market to them effectively. Marketers need access to the freshest data from every touchpoint to create a seamless experience. And a lot of that starts with centralizing data internally.

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The C-Suite Must Be Involved To Make Email Work

The C-Suite Must Be Involved to Make Email Work

When you’re grinding away in your cubicle day after day, running A/B tests, segmenting your audience, poring over deliverability metrics, you know the reality of email marketing. You know what’s working and what isn’t. It’s your job to know. You’re in the thick of it. Boots on the ground. Every day. You’re not part of the C-Suite; you’re an enterprise email marketer. This is your world.

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MessageGears Research: Largest Companies Stay With Unpopular ESPs

MessageGears Research: Largest Companies Stay with Unpopular ESPs

The larger the company, the less enthusiastic their marketers are about the performance of their Email Service Provider, and — paradoxically — the less likely they are to change to a new ESP.

That was one of the chief findings of our 2018 ESP Satisfaction Report, for which we surveyed 101 marketing professionals, at companies that send at least 10 million emails per month, to research a wide range of their views toward their ESP.

It wasn’t surprising to us that we found plenty of mixed feelings across the board toward ESPs. The stark nature of this particular finding was striking, though. It was one of the clearest statistical trends our survey showed — company size is a significant factor both in lower ESP satisfaction and in lower openness to change.

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Survey Shows Large Brands Lack Enthusiasm For Email Marketing Vendors

Survey Shows Large Brands Lack Enthusiasm for Email Marketing Vendors

After spending years talking to enterprise organizations about their email marketing needs, the perception that changing email service providers is extremely difficult, time consuming and expensive has been difficult to avoid. It comes up in conversation after conversation. It can feel like an accepted fact for large B2C companies — if they’re going to make an ESP change, the problems with the current one better be debilitating enough to justify months of hard work and transition.

We wanted to explore this question further for our 2018 ESP Satisfaction Survey. So we decided to conduct a study of large organizations across the country to see if this anecdotal evidence would be reflected in the unfiltered opinions of marketing professionals who are impacted by an ESP change. We launched this survey to better understand how enterprise-level marketers use email. And how they view their relationship with their ESP.

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How Hybrid ESPs Can Help Banks Evolve

How Hybrid ESPs Can Help Banks Evolve

Every marketer has faced challenges when creating what they hope to be successful email programs. For those working in highly regulated companies such as banks, those challenges can often seem like mission impossible.

The many and changing regulations that govern banks apply fully to their marketing departments. And while email marketers have been able to work around those regulations to create amazing work, many still struggle with getting the data they need and using it to send highly personalized marketing messages.

But banks have a lot going for them when it comes to marketing. They have a LOT of first-party data on their customers. Moreover, new technology is emerging that could give banks the connection they seek, while maintaining the highest level of security.

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Mobile Email Engagement Is On The Rise

Mobile Email Engagement Is On The Rise

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 has 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%).

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Achieving Email Marketing Success In 2017

Achieving Email Marketing Success in 2017

As we move into 2017, marketing departments are busy making plans for success in the coming year. Their email marketing efforts are likely front and center as studies continue to show that email is the most dependable way to reach customers and has the highest return on investment.

Still, the level of personalization and timeliness marketers can achieve determines much of email marketing’s success. The companies moving closer to a 1-to-1 experience for their customers are seeing the highest returns. Successfully personalized email campaigns get the responses, clicks, and conversions companies want. And they quickly boost numerous other goals such as customer retention, engagement, new customer acquisition, and brand awareness.

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