Operational Creep And The Email Marketer

Operational Creep and the Email Marketer

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.”

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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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