I’m not here to prove to you that you need email marketing in your mix. According to Adobe and Direct Marketing Association, email yields $39 for every $1 spent.
Moving on.
Marketing is challenging. The statement itself is bland, but it carries a lot of weight. Countless hours spent on research, planning, implementation, designing, content, approval, content, testing, modifying, retesting, content, reporting, analyzing, reimplementation… you get the point. Did I mention content?
Any tool that a marketer can use to provide clarity and time-saving focus to their work carries high value, however with all the options out there marketers run the risk of overloading their toolbox- a topic for a later time.
I’m going to lay out my argument in three parts: the stats, the deduction and the possible solution.

“At this rate we run the risk of losing 25% of the marketing workforce to stress related death, which would not be good for the sales department.”

Marketers are Losing Their Minds

Workfront, a Utah-based provider of marketing work management software, recently survey over 500 marketing professionals, which also found that 80% of marketers say they are “understaffed” and “overloaded”.
Obviously stress isn’t only inherent to marketing professions, and my intention isn’t to create a pity party for our kind, but in a field where high workloads can produce little reward or result, it’s not surprising that 1 out of 4 marketers are either “overly stressed” or “stressed to the max”. At this rate we run the risk of losing 25% of our marketing workforce to stress related death, which wouldn’t be good for the sales department.
Ok, marketers are stressed out. Got it. That’s not really earth-shattering information.

What Do Marketers Care About?

A survey of Email Marketing Trends from Ascend2 found that 73% of email marketers found click-through rate to be the most useful metric for measuring performance, while 71% responded that conversion rate was most important. That makes sense; theoretically people aren’t converting unless they are clicking on the attractors in your emails.
The most important objectives of an email marketing strategy were identified by survey respondents as: increase engagement, lead generation, acquisition/retention, and lead nurturing. Plainly speaking, we want to find more people to consume our content, keep them around for more of it, and in the meantime figure out what exactly they want from us.

What Do Marketers Wish They Had?

A separate study from Adobe and Direct Marketing Association (DMA) noted that two-thirds of email marketers surveyed were unhappy with their current email service provider (ESP). 51%  of respondents say they are challenged by email-only visibility vs. 360 degree view of customer interactions with brand, while 41% lack the ability to automate an entire email campaign with multiple touch points.

Email Service Providers need to do better.

Ok, let’s recap. Marketers are stressed out. They care about people engaging with their content, and the best way to measure that is by click-through rate and conversion. Marketers also want to know and do more: know more about how their customers interact with them across all marketing channels, and have an increased ability to segment their messages to the right audience. Furthermore, marketers are overwhelmingly unhappy with the level of functionality of their current ESP.

Furthermore, marketers are overwhelmingly unhappy with the level of functionality of their current ESP. 

Ok Smart Guy, What’s the Solution?

Ask yourself what you might be missing out on from your current email service provider. Many ESPs claim to provide lead management and marketing automation, but often it is the surface level kind that let’s you send autoresponders and shows you who clicked on a link.

I’m talking about an effective product that provides you with enhanced lead generation tools, ability to highly segment your list and create individual nurturing sequences for those segments. Beyond that, you need to know what’s working, but not just who is clinking links. What is the result of those clicks? By clicking on a link, what action took place next?

Ask your ESP if they can provide you with:

  • Comprehensive activity tracking across email and websites
  • The ability to manage leads in a single centralized lead database (not a series of “lists” – but that’s a different post).
  • Metrics that look beyond link clicks
  • The ability to provide you with page views

If you aren’t getting these things from your ESP – take a look at WP Marketing Engine.  Similar price as your ESP. But the functionality (and benefits) blows away the ESP “competition.”  What could you gain?  Your sanity (plus results)!

Download the eBook:

10 Keys to Online Marketing
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About Margaret Johnson

Margaret is a business and technology veteran who started marketing accidentally nearly three decades ago - when she was five and a true marketing prodigy (ahem). When not coming up with awesome ideas, presenting webinars, or teaching about marketing, she's living with two cats, a crotchety fellow, and a house full of antiques and collectibles. She does not use Pinterest.

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