In multidisciplinary teams confusion is very common, sometimes outspoken, often not noticed, but always limiting and slowing down the process. This is not a big shocker. Because people are from multiple disciplines, they have different backgrounds and a different frame of reference. When someone for instance is talking about a lead, it kind of matters if he is from sales, SEO email or a singer in the next pop-band.
How are we doing compared to others?
While interviewing some client side email marketers for my new book, one of my favorite questions was and still is: “How would you rate you current email program on a scale of 1 – 10….. And why?” I got different answers from a 5 to a 9. (no 10s yet) and almost all referenced benchmark data. “We are also above or the same as our industry email marketing benchmark.”
You see, although it might not be the best reference data, each marketer wants to know how he is doing both internally and compared to others. It’s also something the boss asks for, he also wants to know if there is more to be done and what the performance is. It’s one of the reasons I think that the dutch email marketing industry reports we did last year were so popular. Especially in travel, which is heavily dependent on online marketing. Finally something to really compare!
The challenge of making metrics count (equally)
Something that should be clear from the start are the metrics we use. The measurements of results success and failure. There are already a lot of ESPs listed as SAME project supporters but from the list of over 300 email service providers that is still not enough.
The challenge of understanding each other is multiplied if we keep speaking different languages. That is why all marketers using an email marketing solution should ask for the SAME (Support Adoption of Metrics for Email) metrics, especially if their email service provider doesn’t offer those metrics yet.