A successful email marketing programme can deliver huge benefits for your business, from improved customer engagement to increases in revenue. However to do it well needs time, resources and a focussed skill set.
Email marketing is a science and an art form. It’s a potent mix of creativity and data backed up by business acumen. And, to harness its full power, you need to understand how it works and, specifically, how it will best work for your business.
It’s easier than ever before for any kind of business to create, build and send out an email marketing campaign.
But, be honest with yourself here, will you get the best results if your email marketing is left solely in the hands of your internal team?
For some of you, the answer might be yes. For most, you’ll more than likely have a more successful email marketing programme and see a better return on investment if you outsource to an email marketing services agency.
Just like if you were building a house, you might paint the walls yourself but you’d most likely check with a structural engineer before you knock a load-bearing wall down.
Outsourcing email marketing management can take many different forms. As examples, we have clients where we look after everything for them, from design through to deployment. For others, we help them create a strategy that they execute themselves or we create gorgeous templates they can use or we use our technical know-how to set up automated journeys or integrations for them.
Here’s nine reasons why you should consider outsourcing your email marketing management:
The stats don’t lie.
40% of B2B marketers say email newsletters are most critical to their content marketing success, 73% of millennials prefer communications from businesses to come via email, and 99% of consumers check their email every day and it is by far the preferred way to receive updates from brands. (Source: Hubspot)
This is why having a robust email marketing strategy is a must. There are many elements involved in a successful marketing strategy, it’s nigh on impossible to be an expert in all of them.
Essentially, when it comes to email marketing strategy, you need to figure out what you want your email marketing campaigns to do and how you want people to engage with what you send them.
This could be something very tangible like: “We want to increase direct revenue from our email campaigns by 10% in Q1” or “We want to sell x number of units of our new product through email marketing by June.”
An email marketing agency will identify the best ways for you to reach your goals and put a strategy in place to make sure you get there.
Email templates are great and absolutely serve a purpose. But, if you want to really stand out from the crowd and let your brand shine, you need to go beyond a ‘one size fits all’ template and start sending email campaigns that exude quality craftsmanship and your customers will love.
By outsourcing your email marketing design you can increase engagement and conversions, make use of cutting-edge techniques like video in email, and utilise a bespoke suite of email designs (made specifically for you) that will keep you ahead of the competition.
Data management can be a minefield and failure to manage email marketing data correctly can have dire consequences.
It’s vital you keep your email marketing database in good health.Outsourcing your email marketing can help you do this and ensure you don’t fall foul of data privacy regulations.
From advanced segmentation through to best practice data management, an email marketing agency can help keep your database in great shape and ensure it gives you the results you’re looking for.
For example, regular data audits help to consolidate multiple email marketing lists, which not only helps to manage data more efficiently, in many cases, it reduces the amount being spent on email marketing platforms (who charge by number of records, not number of unique contacts).
Along with consolidating the data, data can be ‘cleaned’ by suppressing inactive contacts. This reduces ongoing costs, protects data integrity, and improves deliverability. What’s more, outsourcing your email marketing can help you develop a growth strategy that’s effective and compliant with the latest data regulations like GDPR and ePrivacy.
It’s so easy to concentrate on all the glamorous aspects of email marketing – the design, the content, the smart segmentation – that email deliverability (or the art of ensuring your messages reach your subscribers) is often overlooked.
When you consider, on average, 16% of all emails sent fail to be delivered it makes sense to do everything possible to ensure deliverability rates stay high.
From domain authentication to improving sender reputation, outsourcing your email marketing can protect your brand, improve your email deliverability and ensure your emails continue to successfully reach the inbox rather than the spam folder.
It’s easy to run basic reports from most ESPs (email service providers). Where outsourcing goes further is to help you find the ‘so what?’ form your email marketing results.
For example, at Jarrang, we won’t just tell you what happened, we’ll use this insight together with our industry expertise to provide the story behind the data.
We use Google Analytics alongside the email marketing software to provide comprehensive reporting, which includes a range of different data (from open rates through to device usage and conversions) to help you make better, more informed decisions when it comes to your future email marketing. We then use our expertise to act on our analysis, make recommendations and provide commentary on how to improve future campaigns, spot trends, and tailor your approach.
Benchmarking in email marketing is there to provide guidance as to what is an industry-accepted standard and give an indication as to where your company stands in comparison.
When used appropriately, benchmarking figures can highlight where you rank in terms of industry competitors. This information can then help you to generate ideas as to what you need to do to catch up, or in an ideal scenario, work out what you are doing right and how to stay ahead.
Outsourcing your email marketing can help you understand this to a better degree so you can see how you stack up and are performing against your competitors.
You and your team are busy people. Marketing doesn’t ever stand still and there’s always the next job to tackle. We see it all the time; teams take on too much and become stretched. Results start to suffer and stress starts to build.
It doesn’t have to be like this.
Outsourcing can free up your time, increase your capacity and help you make the most out of your resources. You can do more with less, get better engagement, and send your ROI soaring.
From AMP to GDPR, the email landscape is ever evolving – it’s hard to keep up! Keeping up with the latest trends and innovations is a sure-fire way to keep your email marketing campaigns fresh and engaging while helping you stand out from your competitors.
Whether it’s championing interactivity within email or unleashing the benefits of hyper-personalisation, a dedicated email marketing services agency will make sure you’re leading the pack.
An expert team can help you take your email marketing to the next level of sophistication. A smart, sophisticated email marketing programme will keep your engagement rates high, help you build lasting relationships with your subscribers, and boost sales. From personalisation to automation an email marketing services agency can help take your email marketing – and the results it generates – to the next level.
Ultimately, the decision on how you manage your email marketing, whether you keep it in-house or whether you outsource it, is yours to make.
And if you do make the decisions to outsource, find a partner who can help you:
If your email marketing isn’t giving you the results you want, is taking up too much of your valuable time or is simply causing you unnecessary stress, then it’s time to call in the experts.
And there’s no one better than Jarrang.