Monday, January 28, 2013

It’s Time!! Discard Age Old Approach To Email Marketing

Many of us are still stuck in the age old approach of email marketing and some where it’s not our fault. The reason can be held back to the old batch and blast email service provider (ESP). Now many ESP’s were designed for the older, simpler times without any vision of the upturning, surging technology and now it s lying alone on the ground.

Old, Good times

No doubt, ESP with their credit had brought a number of interesting menu at the table like (if basic) analytics that performed a great job of automating some of the manual processes behind the standard email blasts. But then marketing has moved on, but email marketing has not.

Let’s have a look how email marketing is holding you back:

1. Treated as - A separate entity:

Email platforms treat email as a separate entity where you cannot merge it with prospect’s website visits, content downloads, social media engagements and offline activities, and therefore the sales team does not get a clear picture of prospect tastes and preferences.

2. Fit for – Single layered campaigns:

It seems like ESPs are designed for one-off campaigns and email blasts and not multi-step “drip campaigns” that move prospects along the purchase journey. The new age marketing automation platform can take prospects in their own pace nurturing long-sales cycle.

3. Landing page – Disconnected:

Traditional email platforms imposes you to create and manage landing pages in separate tools, indirectly making your efforts in-effective by limiting your ability to generate and test right landing pages on email platforms.

4. Limit – Responses:

When a prospect does something meaningful on your website, social channels or in email you need to respond it immediately with timely emails you are missing on great opportunities to convert leads into buyers.

5. Indefinite details – ROI:

Well mails can tell you about open and click through-rates but will not be able to determine which activities bought revenue to your business. Its inability to connect email system to downstream sales processes and activities it cannot determine ROI.

So, it time to discard age old approach to email marketing and try new email platforms that would help optimize your email marketing. 

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