So we are deep in a recession economy, marketing budgets and headcounts are being cut, yet we are seeing an increase in requests for the outsourcing of email production and campaigns. Why is this?
Well let’s take a little time to explore the variables in play here. As marketers turn to more cost effective channels, email is becoming more popular than ever – according to a recent Forrester study the number of marketing messages for the average email user is predicted to double by 2014. This makes the email channel even more competitive and crowded, causing a dilution of open, click and conversion rates.
The only way to genuinely attract attention and boost performance is to send more relevant and personalized mails. To experienced email marketers this will not be news, and it is common wisdom nowadays to absolutely progress beyond broadcast (or blast) mailing tactics to attain any kind of click thru and conversion response.
There are a number of campaign types that increase relevance beyond broadcast, such as ‘life cycle’, ‘clickstream’ and ‘targeted’. JupiterResearch states that these types of campaigns are up to 18 times more profitable than broadcast. Each of these types leverage known intelligence about the recipient, whether based on a user triggered event, online behavior, or persona driven. BUT in order to actually create a highly relevant campaign, each mail needs to be customized to each identified audience segment and ideally personalized for each recipient – both of which increase the number of steps and effort in the overall process of producing a campaign from start to finish.
You have a choice here: do you create individual email templates for each audience segment, or minimize the number of actual email templates and leverage conditional email content for a more dynamic ‘data driven’ approach. More email templates means more production effort to create, optimize and test each and every template – whereas the data driven approach needs more advanced skills/technology to design and test more complex templates.
Are we at a tipping point? Has the amount of extra effort, technology and skills required to execute more advanced email campaigns pushed email campaign production to a point where outsourcing makes more strategic and tactical sense? Perhaps. Organizations need to be competitive and need to consider ways to execute these types of campaigns. The tremendous ROI (as stated by Jupiter) more than outweighs the additional operating cost, so each and every marketing department who takes the email channel seriously will need to formulate a strategy here.
With headcounts diminishing, outsourcing is an obvious path forward. Having a tried and tested production team getting your mails out of the door in good time, with great quality (…under SLA), allows you to not only benefit from advanced campaign performance, but to focus your time on higher value marketing initiatives!
– Andy McCartney, Vice President of Strategic & Account Services, Premiere Global Services
Andy runs a team of email marketing gurus and specialists who help clients of all shapes and sizes with their emarketing initiatives. Advice and service engagements are delivered in areas such as strategy, campaign production, list health and deliverability. Andy has over 20 years of experience in marketing and services with hi-tech companies, including 10 years in business intelligence and analytics and 12 years in interactive marketing leadership roles.