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.
Weekly Email Marketing News Digest
11 days to Christmas and plenty of news in the email world this week. First up…
What’s the first thing you do in the morning? Jump up and brush your teeth? Hit snooze and fall back into your cocoon of pillows and blankets? Stagger like a grumpy bear to your coffee machine for your choice of poison?
How about this one – check your email? Show of hands? I’m certainly guilty of this one action. Without fail, the first thing I do every morning is to check my email. Now, here’s a great opportunity for retailers! By testing different elements of their emails such as subject line, or content and looking at the demographics or psychographics of their engaged user base, retailers and other companies could create a call to action to drive conversions. It could be a discount off an e-book they viewed the night before. Anything that pushes them over the edge to becoming a paying customer!
And here’s one more tip – those of us who check emails first thing in the morning? We’re probably doing it on our mobile phones so optimize those emails for a small screen.
The Q3 2012 Email Trends and Benchmarks study showed that marketing automation or triggered emails are the way to go in engaging with potential customers. A quarter by quarter comparison shows that emails triggered by landing on a Welcome, Thank You and Abandoned Shopping Cart page get 10.3% more click through than last year. The continuing rise in click rate is no surprise – if a customer has landed on your page and taken a certain action there from signing up to adding items onto a virtual shopping cart – they definitely have a certain interest in your brand. If they get a follow up email from that action, they are likely to click on it to find out more information, so nurture that lead!
Here’s a case study of a brand that’s taking social and email integration to the next level. Bonobos, a retail brand that’s making the rounds through events, faced a demand for photos the morning after – a demand they found hard to meet due to the tight timeline for email production.
To solve this issue, Bonobos integrated a live stream of Twitter and Instagram into an email by setting up a hashtag. Recipients were thus able to view a live stream of content each time they opened up the mail.
Jordan Cohen of Moveable Ink says:
“We believe that marketers should use original, genuine, user generated content within their emails to add an element of “social proof” to their offers. If people are organically talking about your brand using their authentic voices, then push that content into your campaigns. Our live email content technology enables marketers to automatically stream the very latest tweets, Facebook posts, and even Instagram photos into email.”
While this innovation pushes the envelope, content curators might be mildly horrified with the risk of such a hashtag being hijacked by a troll. However, that’s a risk all brands take when integrating social media into their outreach efforts. It’s what makes social media so terrifying – and attractive.
Marissa Meyer has been making waves since being appointed as the CEO of Yahoo, and here’s a new notch on her belt – a redesigned Yahoo interface for greater usability. The new web-based interface features:
• Fewer buttons and therefore less clutter on the screen
• More space to view and compose emails
• Search improvements
• Thumbnail previews of attachments
We’re looking to see if any of these changes will affect Yahoo’s user adoption rate – more on this in the future when the full impact is measured.
Here’s one from HubSpot. The company is offering 35 free email design templates. What we are really interested in though, is this infographic they have tagged on to their blog spot. Here’s a summary of what caught our attention:
• Personalized emails see a greater clickthrough rate of 14% and a better conversion rate of 10%
• Triggered emails have more than 100% clickthrough rate
• 65% prefer emails with images over text
• 88% prefer HTML over text
A word of caution on these findings though – there still exists a certain percentage of people who aren’t able to view images on email without taking a further action such as downloading images. An image heavy or HTML laden email could put these people who are only viewing plain text emails off.
Remember: One unsubscription = loss of one potential customer.
Minimize unsubscribes with an approach that covers both email and mobile. Get started with the 10 Steps to Mobile Messaging Guide!
A Message Systems customer for several years now, Infusionsoft of Gilbert, Arizona provides a great window into how our technology drives value for growing companies. Infusionsoft offers the only all-in-one sales and marketing software for small businesses. It used to be that marketing automation and customer relationship management (CRM) solutions were available only to big companies with seven-figure IT budgets, but Infusionsoft is changing that.
Like many marketing automation solutions providers that offer email services, Infusionsoft had begun to bump up against the performance limitations of its first-generation messaging infrastructure, which meant that it was running into business challenges in a variety of areas, including heavy maintenance demands, throughput limitations and deliverability issues. These were the challenges that first drove Infusionsoft to adopt Momentum as its email engine back in 2008, but the company’s experience with Momentum’s Adaptive Delivery® feature in 2010 and 2011 is where the story gets interesting.
James Thompson, Infusionsoft’s Email Systems Manager, tells us that since implementing the Message Systems platform, the email management aspect of the business has taken a 180 degree turn. “When we have delivery and reputation issues now, we know about them right away, and we can resolve problems proactively. We rarely hear about deliverability support calls anymore. That wasn’t the case before we transitioned to Momentum. For us, the Message Systems platform is all about deliverability. For our customers, it’s throughput. Taken together, it’s a win/win.”
Download the case study here and read the whole story.
In this whitepaper, email expert Len Shneyder introduces Message Systems Adaptive Delivery – The first solution of its kind specifically designed to automate the monitoring of bounces and complaints, and adjust connection rates and throughput accordingly.