I moved house at the end of last year. Any big move is always a mix of excitement tempered with a seemingly never-ending ‘to do list’ and a lot of hard work to get through.
This move was no different. There were electrics to fix, painting to get done, carpets to be laid, furniture to build and all sorts of odd jobs to complete. I love construction so this kind of work always excites me. Building things, tinkering away at the little jobs, and getting lost in my own world as I chip away at the different tasks that need doing is greatly rewarding.But – in this case – I made a rational decision. Just because you can do something (even if you enjoy it) doesn’t mean you always should. This was the case here. There were time pressures, it was the busiest time of year in the office, Christmas was around the corner, and – for the bigger jobs like the electrics – I simply didn’t have the skills required to do the job well (or safely!).
So I called in the experts and left it to them. Of course there was a cost involved in this but what I ended up spending, I saved in other places both financially and in terms of stress. This whole exercise set me to thinking about outsourcing – especially outsourcing email marketing.
As I’ve spoken about previously, it’s easier than ever before for businesses large and small to look after their own email marketing. In some cases it makes perfect sense. In others, less so. This isn’t a hard sell from me either. At Jarrang, we’re driven by our mission to see a world with better email marketing campaigns in it. If you have the time, expertise and resources to do this in-house then it’s something we celebrate and applaud.
However, we know this isn’t always the case. So, if you’re thinking about outsourcing your email marketing, here’s what you should consider and ask yourself – just like I did with my building project.
Creating brilliant email marketing campaigns takes a huge amount of work. Even if you’re using templates you still have to worry about how your emails look, whether they work properly across all devices, the content in them, the calls to action, the send time, the data the campaign is being sent to – the list goes on. It isn’t a quick job. If you don’t have the resources, expertise or time in-house then outsourcing becomes an attractive and viable option.
There’s no point in doing something just because you think you have to. Time and time again we see email campaigns being sent out without any thought to them. Firstly, you should have a clear and well-defined strategy in place. Secondly, you should know what you want your email campaigns to do and how you want your subscribers to engage with them. Always ask yourself: “Why are we sending this? What do we want it to achieve?”
Following on from the above, it’s essential to know what metrics you want to measure to determine how successful your campaigns have been. The insight and analysis of email marketing campaigns should always go beyond just looking at open and click-through rates. It’s often here where outsourcing can deliver unexpected value.
Ever since GDPR came into force, compliance and data management have taken on a whole new importance. Data can be a minefield. Knowing where your data comes from, managing it correctly and understanding the most effective ways to use it are all integral to a successful email marketing strategy that complies with the new regulations.
Just like my electrics, there are some jobs that require a significant jump up in expertise. Whether it’s building automated journeys, sending behavioural-driven emails or utilising AI and machine learning, sometimes it really does pay to bring in the experts.
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 hopefully the above gives you some pointers as to what is right for you, your team and your business.
If you’d like any further guidance, help or have any questions – we’d be more than happy to help. You can get in touch with us here.