Have you ever wondered how some companies consistently send millions of highly targeted, personalized emails in real time? The very nature of email makes sending real-time, personalized messages a challenge for any company. Real-time marketing’s key is speed, but email marketing’s success is based on a series of time-consuming tasks. These include list creation, data syncing and batch delays. Each activity introduces another delay, all of which can quickly turn a real-time marketing opportunity into a missed one. If you want to personalize too, expect more delays. The more you personalize a message, the more time consuming it is to prepare. So, how are some enterprise marketers managing to send relevant, highly personalized emails in real time?
It’s a situation many enterprise marketers have encountered in recent years — you have an email service provider (ESP) that isn’t working for your organization’s needs. But the decision maker at your company standing in the way of change is tough to convince. To be fair, changing ESPs is not only hard, but it can be expensive and time-consuming. Campaigns have to migrate over. You have to account for data. Your team has to learn how to use a new tool. It can seem daunting, and the decision maker — whether it’s your CMO, CEO, VP of Marketing, Director of Marketing Operations, or whoever will make the final call — will understandably have a high bar to clear for making such a significant shift for your organization, one that will involve not just Marketing, but Marketing Operations and I.T. as well.
Every good marketer knows that designing a successful holiday email program requires months of planning. Without the proper technology and infrastructure, though, a holiday email program won’t be successful no matter how well you plan everything else. With a little prep (and some conversations with your email service provider throughout the year), you can maximize your holiday success. Here are a few questions to ask yourself and your ESP to ensure you have a smooth season:
Many recent articles have highlighted the plight of the CMO. A recent issue of Harvard Business Review, “The Trouble With CMOs,” called it the riskiest job in the C-suite, with an average tenure of four years, half that of the CEO. An article in MediaPost by Maarten Albarda pointed out that while five C-suite members share growth and revenue responsibility, only the CMO was blamed for missed targets.
These articles recommend several solutions. Those include redefining the CMO’s role, matching responsibilities to the job’s scope, and realigning metrics with expectations. However, CMOs may find an easy win by adjusting what is already a top performer – their email marketing. This win could be easy because most CMOs don’t realize how much better their email programs could be performing.
Few things in life beat the feel-good nature of Spring. The warm weather and the sunshine can motivate you to clean house and begin new projects.
Spring is also a great time to review your marketing programs and tech stack, including your email service provider. Excellence doesn’t happen by chance, especially in today’s highly competitive and shifting digital marketplace. You may spend months planning various campaigns and programs, but if your email technology falls short, your results will suffer. You need to know how your ESP helps you succeed and whether it gives you the tools to help you succeed.
There are many terrific agencies that provide in-depth, custom ESP audits, but here are a few key indicators to get you started: