Marketing is a challenge for a marketer. The ROI of the company is directly connected to its marketing strategies. The traditional marketing deals with promotions, advertisements on different modes and media like Banner, Television, Radio, and Newspaper, etc. Traditional marketing or offline marketing is expensive and time-consuming as it requires, planning, implementation, and various processes involved.
Now in the digital era, the marketing strategy has changed. Everything is available on digital media. There are so many kinds of digital marketing strategies and tools in different platforms and its growing in giant every second. The best part of digital marketing is, it has got global reach, it is cost-effective, can be handled with less manpower and its time effective. You can reach lakhs in seconds that is the beauty of digital age or online marketing.
The business now is not only dependent on digital or traditional marketing. They are opting for both for maximum reach and success. In several methods or you can say strategies of marketing the very famous and all-time hit strategy is Email Marketing. Email Marketing is there for a decade. We cannot deny the success of an email marketing strategy in B2B and B2C marketing.
Though in between it lost its charm (due to hike of Social Media Platform), it has never lost its usability. Even now big businesses use Email Marketing as their marketing tool, and it works fine. Every marketer wants their email marketing channels to achieve their full potential. Hence, the responsibility of an Email Marketer is to plan it strategically and symmetrically.
There are challenges in Email Marketing in the coming time, but if it is planned and executed properly, it can be a great success. However, the email marketing campaign should be targeted rightly.
In our previous articles titled Guidelines for Effective Email Marketing, How to Generate Immediate ROI with Email Marketing?, How to reach potential customers through email marketing? You can read about email marketing in a better way. AccuDB researched hundreds of marketers’ daily challenges that they are facing in email marketing campaigns. Hence accordingly this article has been drafted for the seekers to help.
As an industry, it appears that we’re not facing one or two common email marketing challenges, but rather struggling against a host of problems. However, we have tried to locate some solutions to these problems. Let’s discuss them one by one;
1. LACK OF COORDINATION AMONG DEPARTMENTS AND CHANNELS
Your customer is not only connected to any particular department. Once the customer journey starts, the customer is channelized with different departments. So brands have to be omnichannel. The flow of information should be channelized.
“Every interaction your customer has with your brand—through email, but also any other customer touchpoint—will impact the success of your email marketing program because it will impact customer satisfaction and brand perception,” “For example, half (50%) of satisfied customers often or always subscribe to a company’s email list, but less than a quarter (23%) of unsatisfied customers subscribe to a company’s email.”
“For instance, 41% of consumers say they’ve unsubscribed from the brand’s emails because of a poor customer service experience, and 40% have because the brand’s mobile app didn’t work well. Those same pain points also drove spam complaints.
To achieve seamless customer experience, having integrated marketing communications is essential,” says Jill LeMaire Redo, VP of Digital Strategy and Insights at Epsilon.
2. CHOOSING RIGHT EMAIL SERVICE PROVIDER
Marketers have hundreds of options in choosing an email service provider for their target. Some specialize in particular industry verticals, some in email functionality and others on sales-assisted messaging.
You need to see your objective and budget to decide the right email service provider for your business. You may opt for two or more email service providers, the majority of the marketers try with this strategy.
3. CHALLENGE OF GETTING DATABASE
This is where most of the marketers fail. Reaching out to the right client/customer is a challenge. Targeting the wrong crowd could be dangerous. Spamming affects branding. Hence, getting the right customer database is very important.
The database of the customer should be verified, responsive and targeted. The database or the email list of your clients must match with your product/service, can say to your business goal.
Hence, you need to choose the right email database/email list provider for your email marketing goal. Otherwise, you may end up with spamming. There are many email list providers; however, you need to opt for the right one.
4. LACK OF QUALITY DATA, INTEGRATION
“Data integration is already a huge challenge for email marketers, but in the next few years it is going to become the issue that separates world-class marketing organizations from the rest of the pack,” says Loren McDonald, Marketing Evangelist at IBM Watson Marketing.
“As we move increasingly toward leveraging machine learning and AI for analytics, segmentation, content, testing and other email marketing processes and activities, data is everything,” he says.
The email marketing organizations that are failing to maintain the data quality and integration will be left behind competitors who are masters. Hence, Marketers need to look after the data quality, integration to set a perfect campaign.
5. INADEQUATE TOOLS FOR EMAIL TEMPLATE
Making of Email Template is complicated and there are many spots where things can break down. But now we can’t say this since there are several tools and software available to assist us in making a well-built email template/design.
It’s easy to see programs not having enough time for A/B testing, using dynamic content, and creating animated GIFs. Mailchimp, Befree are some of the leading platforms available where you can make a nice email design for your campaign.
6. POORLY MADE EMAIL CHANNEL GOALS AND KPIs
What’s worse than not hitting your goals? Hitting your goals but not achieving success because you set the wrong goals and set the wrong key performance indicators.
Each level of metrics is important and serves different purposes. But if all of your KPIs are campaign metrics, then it’s time to up-level your goals to align them with channel health and business success.
7. LOW VISIBILITY INTO EMAIL PERFORMANCE, DELIVERABILITY, ETC.
Checking out the metrics is very important when you run an email marketing campaign. The metrics will help you in planning further goals and it gave an insight.
Hence a marketer needs to have an eye on the metrics.
Poor leadership gives rise to poor coordination across channels and departments. Likewise, low visibility into email performance can lead to poorly defined channel goals. Limitations of an ESP (Email Service Provider) can cause poor integration, and it continues.
While we certainly hope you only have one major issue holding your program back, chances are that you have multiple email marketing challenges to overcome. Try to address the most foundational one first, and do so in incremental steps.
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