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.
Ever get an email from a brand you loved, and they spelled your name wrong? Or called you by someone else’s name? It kind of hurts, doesn’t it? You know they didn’t put the email through a proofreading process before they sent it. If it’s a brand you don’t even remember signing up to get emails from, you probably laugh and hit Unsubscribe. But if it’s a brand you like and want to hear from, it can be hard for them to undo the damage.
As consumers expect more personalization from the emails in their inbox, the pressure grows on marketers to deliver. But, especially at the enterprise level, it’s never been more difficult to consistently create the kind of experience customers expect. While the CRM marketing cloud does a lot well, it also requires chopping up data and syncing it with the cloud, costing precious time and resources. And that lost time damages the marketer’s ability to reach customers with relevant messaging. That means your messages are just like so many others’ — general and impersonal. It’s the same mediocre experience your subscribers can get anywhere. You haven’t earned their loyalty.
Talk about finding the right subject line or font type all day long. Fuss over the arrangement of content, the size of the box in the header, and whether or not that shade of red in the call-to-action is too bold. All of that can have an impact on click rates and conversions, thus affecting the success of a campaign. In the end, though, what we’re talking about is triggering emotion. Do it consistently — even, sometimes, negatively — and your email marketing is going to see significant results. Fail to do so, and it’s likely you’ll wonder why your email ROI isn’t matching your competitors.
For email marketers, email campaign metrics are essential to understanding the way customers are interacting with your brand, and having objective data to tell you if what you’re doing is effective. But many companies have failed to account for a significant portion of email’s true business impact, because they aren’t doing the hard work to connect email with conversions that occur in a less linear fashion than open/click/conversion.
That was the launching-off point for our February webinar, “Beyond Opens & Clicks: Measuring Email’s True Business Impact.” In it, we discussed the reasons email’s true impact is difficult to measure, and how you can better understand it.