Opens, clicks, and subsequent online conversions are some traditional metrics email marketers use to judge whether or not a campaign was successful. We’ll run a few tests to find the right subject line or content setup, and then pore over the numbers to see how well the campaign performed. Turning these numbers into visually interesting graphs can make us feel good (or bad) about the direction of our email programs and help us focus on hitting a few key goals (especially important for the bosses upstairs).
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.
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. (Note: To register for MessageGears’ Jan. 30 half-hour webinar discussing this topic in detail, click here)
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.
As you look forward to taking your email marketing program to the next level in 2018, it’s also important to take stock of how the industry evolved in 2017 if you don’t want to get stuck with high expectations and an outdated strategy. If you don’t learn the lessons of last year, you’ll repeat the same mistakes others already learned from.
Like with all things marketing, nothing in email stays static. The industry is always evolving to incorporate new technology and customer preferences. Before rushing into your first 2018 campaigns, evaluate what might be different from a year ago. That will help you anticipate where your customers will expect you to excel. Because your email marketing standards need to be at least as high as theirs.
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.