Email guru David Daniel’s recently published white paper on the differing impact of marketing efforts based on email technology used is exciting to all marketers for a number of reasons.
One of these reasons is that it provides a really in-depth look on the types of challenges marketers face when using an email service provider versus an enterprise email solution (or on-premise email solution).
Across the board, marketers experience fewer challenges with an enterprise email solution. Only on the question of creative content development did respondents report better results with outsourced solutions, and then by only a single percentage point margin.
What’s really eye popping is the huge gap in terms of the extent of the challenges facing marketers. While not much difference exists between knowledge for optimizing marketing and creative content development, the percentages demonstrate how much more value marketers are getting from an enterprise email solution versus an email service provider.
Percentage Gap In Challenges Experienced by Marketers Using An Email Service Provider
- Lack of data security: +11%
- Adequate staff to manage email: +10%
- Adequate IT support: +10%
- Analyzing campaign results: +9%
- List turnover subscriber churn: +9%
- Email deliverability: +7%
- Automate campaigns: +5%
- Lack of budget: +4%
So, we can see that the area where enterprise email solutions are really having the most impact is in terms of security, manpower deployment, analytics and the dread customer churn. That’s a lot of cumulative areas that could add up to improving your ROI and getting that lead to convert.
Another interesting point to note is the difference in the top three challenges experienced by marketers using different solutions.
Top 3 Challenges for marketers using email service providers:
- Analyzing campaign results: 25%
- Ability to automate campaigns: 24%
- Adequate staff to manage email: 24%
Top 3 Challenges for marketers using enterprise email solutions:
- Knowledge to optimize marketing: 21%
- Ability to automate campaigns: 19%
- Creative content development / analyze campaign results: 16%
While both parties identified analytics and automation, these were much bigger problems for marketers using email service providers. In contrast, it is possible to surmise from the results that marketers using enterprise email solutions were focusing more on challenges to deal with optimizing content and marketing as their technology was working more effectively for them in all other areas.
Do you agree with the results? How are enterprise email solutions working better for you? We’d love to hear from you in the comments section.
(This is the third part of a series on the Unlock the Potential of Email Marketing webinar, which presents findings from a survey of 400 email marketing professionals.