It is important to build towards mutual results, so we need common, standardized metrics. In my earlier post called “Email marketing, are we even talking the same language” I talked about multidisciplinary teams and benchmarking, but what other reasons are there that make an initiative like SAME a necessity?
The need for a common statistics is nothing new.
To illustrate this and keep things light, some biblical references. Do you know the stroy of Babel? According to this history, and long before there was google translate, people used to talk the same language all over the world. It was great. While having this common language (but not yet insight, regrettably), they were able to build a tower that reached to the heavens. What to do to stop them?
The only way to stop them from doing amazing things WAS to rob them of their common language, therefore being divided because they couldn’t understand each other anymore.
The word Babel actually means “confused”, one of the first online translators was called babelfish. (and yes there was even an oscar winning movie with Brad Pitt in 2006 called Babel). There are some lessons to be learned here, one of which is that once you have a common language you are able to achieve more, without it can become a confused chaos.
Using multiple ESPs
Maybe we don’t realize but there are plenty of marketers who work with multiple e-mail, CRM, lead gen, CMS and other marketing automation systems at the same time. Singling out ESPs this might already be more than one. Sometimes 5, 6 or even more email marketing systems are used on agency side and multiple on client side. Can you imagine! We see what the problem is there.
A common language is needed in and metrics and reporting is the place to start with. But even if you aren’t using multiple ESPs at the same time, there are still needs for common language in regards to the long term. One of them being customer insights and migration.
Common language in ESP migration
One third of ESP clients migrate from one system to another per year. And how can we compare with the old metrics if we don’t have the same (standardized) reports. Although ESP migration doesn’t always have to be a big headache, it often is a hefty undertaking.
Migration is very hefty, especially when you are seriously sending email and it is not the kind of thing you wake up wanting to do. Only to see the deliverability part done in email service migration right takes 7 or more steps.
Behavioral data doesn't have to get lost
You don’t want to destroy or leave behind the behavioral data and aggregated insights you have been building over the last period, just because of incompatible statistics. This is where the use of standardized metrics comes into the picture again, making sure your reference reports from previous year(s) keep their value.
When it concerns using multiple marketing automation systems, either at the same time or sequentially, standards can make the marketers’ life all that easier.
By Jordie van Rijn, an independent email marketing consultant, specializing in smart email marketing, event-driven campaigns and is the founder of emailvendorselection.com a platform for selecting the best email tools.