How efficient is your email marketing team? For enterprise companies, it’s getting harder and harder to keep operational tasks from becoming overbearing for email marketers. As customer demands ratchet higher for the messages they receive, the struggles for legacy marketing cloud ESPs to keep up with the needs of companies with large databases get more pronounced. And that leads to operational creep — a gradual, pernicious increasing need for various operational tasks that take email marketers away from the work they love, and that they’re good at.
This is the story we hear with increasing frequency among the email marketers we talk to on a daily basis. It’s a problem that’s growing, and it’s not likely to get better. It’s also a problem we wanted to understand a bit better. So, instead of simply drawing our own conclusions, we decided to go to the marketers themselves. We wanted to find out exactly how they felt about this phenomenon. Would the anecdotes we’d been hearing stand up to a bit more scientific scrutiny? And, if so, how was it impacting team efficiency and job satisfaction? Those were the key questions we wanted to get at in our new research report, “The Cost of Inefficiency: How Operational Creep Kills Strategic Thinking in Email Marketing.”
For marketing/communications teams at businesses with especially sensitive customer data and sophisticated encryption needs — financial and healthcare organizations, for instance, or any company with leadership that makes enterprise data security and enterprise data protection a top priority — the attitude toward email marketing often approaches ambivalence.
Because they can’t risk sending any personally identifiable information (PII) up to the cloud, where it’s outside their control and vulnerable to a security breach, they believe they can’t send personalized messaging campaigns. After all, if they can’t afford to allow the data to leave from behind the security of their firewall, how can they do anything more sophisticated with their ESP than spray and pray?
Every marketer needs to ask this question: “Is my real-time email marketing really real time?” If you haven’t started asking this question, you will soon. Email marketing has proven itself to be a prime real-time marketing tool. Still, many marketers are surprised to find that what they call “real time” isn’t so real time after all.
While real-time marketing is most closely associated with brands sending timely messages to a mass audience, one of the biggest impacts of real-time marketing comes in sending personalized messages to individuals. However, more personalization usually means more delays. The key to all real-time marketing is speed. But the very infrastructure of email marketing is based on a series of time-consuming tasks, such as list creation, data syncing, and batch delays. Each activity introduces another delay, any of which can quickly turn a real-time marketing opportunity into a real missed opportunity.
Technology and big data have been changing email marketing for many years now, in many cases for the better. But, in some cases, the technological revolution is making the email marketer’s job harder, less efficient, and taking them away from the work that attracted many of them to the industry to begin with.
Our upcoming webinar — in concert with the Email Experience Council — will address these changes and offer advice for the email marketer who’s struggling to adjust to the new reality. We’ll look at this phenomenon through the lens of research we recently completed, asking email marketing pros from across the country to discuss their opinions on the state of the industry, how efficient their teams are, and how they see their jobs changing.
Even as email marketing approaches its 30th birthday, it’s still widely recognized as one of the most essential — and effective — channels for digital marketers. However, before you can begin to maximize email’s ROI, you must build an email list.
With more businesses investing in email marketing, the modern consumer is becoming increasingly protective of their inbox. This means that you must continually offer email content that offers value to your subscribers. You also need to optimize your subscriber acquisition strategy to keep your list growing, and stay ahead of the competition. We’ve put together a few ideas that can be implemented quickly and will increase your chances of converting your anonymous prospects into subscribers.