While many marketers have been sending emails for over two decades, being responsible for messages to your employer’s clients and prospects requires a totally different set of skills and considerations. A typo to a friend is no big deal, but a missing link to a deal sent to thousands of potential customers could significantly impact you and your business. Working in email presents a different set of requirements and improvements in design or functionality that may seem minor can save hours per week and generate additional e-commerce revenue. Today’s marketer should be paying attention to three key factors.
1. Enterprise scale and reliability
Many companies generate millions of dollars each day through the effective use of email. When money is on the line, each email sent needs to be optimized, delivered quickly, and bypassing spam filters. Triggered emails need to happen in minutes, not days. Segmentation should be in real-time and include all the most recent user actions. Enterprise marketers need efficiency and reliability regardless of the number of people on their list.
Make sure that your email service provider is able to manage billions of rows of data at high speed and aggregates all the data you need to act upon in one place. That’s the only way to meet the ever-increasing demands of customers of the world’s best brands.
2. Ease of use and repeatability
Any misplaced menu item, hidden feature, or difficult to use interaction costs you time and money every single day. Every step of the workflow to send messages to your list should be quick and intuitive to allow you to build more effective marketing campaigns in as little time as possible.
Marketers should also ensure that campaigns are stored and easily repeated to apply to new audiences or segments and allow for any tweaks to further optimize the experience. Some research studies like The Standish Group have found that as much as 45% of features built in software goes unused by the end user. If that number is close to accurate for the enterprise marketing software you are using, that’s a lot of wasted time and energy to do what you need to do each day.
3. Integrations and partnerships
With a constantly evolving marketing technology landscape, what you need today will likely be very different than what you need next year. It is critical to use tools and solutions that allow you to expand your tech stack in an extensible way to create seamless customer experiences. Having an integration and partner ecosystem helps to keep data integrity, provide better metrics and key performance indicators, and further improve the amount of actionable data.
As the amount of data collected increases in parallel with consumer demands and expectations, flawlessly executing email marketing campaigns becomes a core requirement for today’s marketer. Hold your tech stack accountable to providing the scale, ease of use, and ecosystem you need to be successful today and tomorrow.
Cheetah Digital is a cross-channel customer engagement solution provider for the modern marketer. The Cheetah Digital Customer Engagement Suite enables marketers to drive revenue, build lasting customer relationships, and deliver a unique value exchange throughout the entire customer lifecycle. We are a business partner to the world’s best brands and have employees across 13 countries.