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5 Ingredients of a Digital-Led Strategy That Drives Business Results [ebook]

Traditional retail will never be the same

Even before the onset of COVID-19, long-established retail models were being challenged. But the threat of the virus delivered the final blow as many countries were forced into nationwide lockdowns.

Nearly all retailers (save for a select few) have had to close their doors, eliminating an important customer touchpoint, not to mention losing their in-store revenue. The result: Traditional retail, as we knew it, is forever changed.

Brands that responded to COVID-19 with a digital-led strategy are still driving business results

The good news: Retail brands that have prioritized or completely shifted to a digital-led strategy are still delivering engaging customer experiences and still driving business results.

But for those brands still accustomed to the old ways of retail, or those just now transitioning, what does a successful digital-led strategy require?

In this ebook, we share with you the 5 ingredients of a digital-led strategy that helps brands drive business results.

Inside, clients such as…

  • Cue Clothing Co.
  • Brand Alley
  • World Remit
  • eBags
  • Runtastic
  • City Beach

…offer you the tips and tactics used by their brands to engage customers and accelerate business outcomes — not only to survive COVID-19, but to achieve long-term success in the months and years ahead.

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Chris Seahorn · SVP of Marketing & Merchandising, eBags

"The bar is being set really high for customer expectations and relevancy. The way to bridge the gap of personas from segmentation to individualized marketing is a challenge. The marketers that can do that right and work with the right technology platforms to help personalize that message for right, relevant, valuable experiences are the ones that will win. And frankly, customers are going to expect it."

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Emarsys Becomes a Member of the New Shopify Plus Certified App Program

We are honored to announce that Emarsys is a member of the Shopify Plus Certified App Program.

Shopify Plus supports billion-dollar brands, Fortune 500 companies, and even high-growth digital native brands like our client GymShark.

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“The Shopify Plus Certified App program is designed to meet the advanced requirements of the world’s fastest growing brands,” said Loren Padelford, GM Shopify Plus. “We’re happy to welcome Emarsys to the program, bringing their insight and experience in omnichannel customer engagement to the Plus merchant community.”

This is good news for any company using Shopify Plus that wants to deliver predictable, profitable outcomes, and save their team hours of work by leveraging complete, automated workflows based on top-performing industry practices.

“With Shopify Plus and Emarsys, we managed to set up a completely new and automated way to engage with our customers within just two months. We had all our lifecycle campaigns automated right from the launch. In such a short time and with so little human effort, I think that’s a very impressive result.” – Arne Lorenzen, E-Commerce Manager at Shape Republic

Create highly personalized omnichannel marketing with your Shopify Plus store

Shopify Plus clients gain access to a true 360-degree view of customers — thanks to a fully integrated Customer Data Platform — so they can build lasting customer relationships through highly personalized 1:1 omnichannel experiences across all channels.

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The Emarsys Certified App for Shopify Plus offers you the ability to:

  • Launch solutions faster than the competition.
  • Improve your customer’s experience.
  • Activate your first use case in days… not months.
  • See a single, unified view of your customers and their buying patterns.
  • Easily deploy proven marketing strategies and tactics without relying on IT.
  • Leverage marketer-friendly AI to send personalized engagements to each contact at the right time on the right channel.
  • Empower your marketing team with strategic analytics to demonstrate their impact on revenue growth.
  • Deploy a loyalty program to increase CLTV.

“With its AI and easy-to-use performance monitoring capabilities, the Emarsys technology has given us back time to focus on high-value tasks, such as building roadmaps and planning long-term goals and objectives.” – Dominique Moretti, Email Marketing Lead at Tiger Mist

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Emarsys is dedicated to supporting your business goals and growth by empowering your team to make the best decisions with the data you already have.

Many thanks to Shopify Plus.

We are excited to be part of the Certified App Program.

Ready to find new revenue opportunities?

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15 Ways to Increase Revenue with Your E-Commerce Data

Increase Repeat Purchases

Acquiring new buyers is 5x more expensive than re-engaging current customers. The good news is that a customer who makes a second purchase is 53% likely to make a third purchase. And if a third purchase is made, there’s a 64% chance the customer will make a fourth purchase.

Since 80% of a brand’s revenue comes from 20% of customers, retaining and re-engaging your most active customers will lead to better business results.

Tactics You Can Immediately Implement

Inside the eBook you’ll find 15 different tactics you can use to encourage customers to continue buying from you.

Are you ready for this eBook? Download it right away to see the tactics, implement them, and see how you can put your team’s repetitive marketing tasks on autopilot.

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Unlock Marketing Opportunities from your Magento 2 Data

Scale Your Business

Marketing technology is the one thing a brand can use to keep pace with competitors. But adding more technology to your tech stack comes with the problem of managing it all. This overwhelms marketers and forces them to focus on multiple manual, repetitive tasks and pulls them away from the profitable, creative work they are there to perform.

The good news is that with your Magento 2 store, you can automate repetitive tasks and even see a prediction of the future value of each customer while saving you and your team hours.

Grow Your Company with Loyalty

Loyalty matters now more than ever. In fact, loyal customers spend 67% more on products and services than new customers. Download the whitepaper to find out how you can quickly launch a loyalty program for your Magento 2 store and increase your CLTV (Customer Lifetime Value).

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Paul Martin, Online and SEO Marketers | Axminister Tools & Machinery

"Emarsys came to us with an untapped revenue opportunity. Using our customer purchases and product insights, they found hundreds of replenishable products. Addressing these replenishment use cases are predicted to generate over £300k in the following 60 days."

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Unlock Marketing Opportunities from your Shopify Plus Data

Scale Your Business

Marketing technology is the one thing a brand can use to keep pace with competitors. But adding more technology to your tech stack comes with the problem of managing it all. This overwhelms marketers and forces them to focus on multiple manual, repetitive tasks and pulls them away from the profitable, creative work they are there to perform.

The good news is that with your Shopify Plus store, you can automate repetitive tasks and even see a prediction of the future value of each customer while saving you and your team hours.

Grow Your Company with Loyalty

Loyalty matters now more than ever. In fact, loyal customers spend 67% more on products and services than new customers. Download the whitepaper to find out how you can quickly launch a loyalty program for your Shopify Plus store and increase your CLTV (Customer Lifetime Value).

Dominique Moretti, Email Marketing Lead | Tiger Mist

"We wanted a platform we could grow with, instead of grow out of, and we needed the ability to personalise communications according to our customers’ specific content and channel preferences, while also considering their lifecycle stage with us."

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15 Ways to Increase Revenue with Your Magento 2 Data

Increase Repeat Purchases

Did you know that 20% of customers provide 80% of the revenue? To gain better business results, it’s vital that you re-engage and retain your most active customers. 

Here something eye-opening, customers who make a second purchase are 53% likely to purchase a third time. And those who make a third purchase are 64% likely to make a fourth purchase.

Grow Your Company

Most marketers have a tech stack that includes several tools such as an EMP (Email Marketing Platform), CRM, customer service software, an SMS platform, and much more. 

All these databases are siloed from one another. Find out how you can connect all your Magento 2 data to deliver predictable, profitable outcomes, and build lasting customer relationships.

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15 Ways to Increase Revenue with Shopify Plus Data and Reporting

Gain Repeat Purchases

Did you know it’s 5x more expensive to acquire new customers than re-engaging the ones you already have? In fact, customers who purchase a second time are 53% likely to make a third purchase. If that customer makes a third purchase, they’re 64% likely to make a fourth.

Your most valuable customers are those who’ve purchased more than once. Because of this, it’s vital for your brand to retain and re-engage these active customers.

Tactics You Can Implement Right Away

To create the best experience for your customers, there are 15 different tactics you can use right away, inside your e-commerce store, to encourage customers to continue buying from you.

Download the eBook to gain access to all these tactics and find out how you can automate your team’s repetitive marketing tasks to save time, freeing you to focus on growth.

A man jump between 2018 and 2019 years.

Ultimate Round-Up: Best E-Commerce & B2C Content from 2018

2019For the second year in a row, we’ve scoured the Internet to collect some of the best e-commerce and digital marketing content from the past year… all for your reading and learning pleasure.

Sometimes it seems like there’s SO much content out there, and it’s hard to know where or what, exactly, will be worth the time to read. This collection of 2018’s best insights, ideas, and case studies are, most assuredly, worth checking out (and even studying) as you sit around the fire during your downtime this holiday season. Check out what resonates, and leave the rest.


Marketing Technology, Digitization, Consumer Behavior, and CX

Driving Traffic, Content Creation, Building Your Database, and Improving CRO

twitterCheck out the best #marketing, #ecommerce, #retail, #CX, #AI, & #datamanagement articles from 2018 CLICK TO TWEET

e-Commerce/Online Shopping and Retail

Personalization, 1-to-1 Marketing, and AI

Data and GDPR

Email Marketing

Creativity, Self Improvement, Career Growth

There you have it! While you don’t have to dig into all of these pieces of extraordinary content, reviewing even 5-10 titles that speak loudest to you will help you better understand the intricacies of your marketing strategy — both in hindsight, looking at the year behind, and as you look ahead towards a brighter 2019.

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Thanksgiving Holidays + Cyber Week 2018: Recap & Results

ThanksgivingIn the dawning of the Thanksgiving tradition – which, for Americans, dates back to the 19th century – the holiday signified giving thanks for all that was had. Now, it’s as much about shopping (as eating) and giving thanks.

In what could be the first-ever $1 trillion holiday shopping season, retailers and consumers alike are taking advantage of an extended shopping spectacle leading up to and following Thanksgiving (if you want to check out the history of Black Friday, check out this piece).

What began as Cyber Monday and transitioned into #GivingTuesday has, over the last few years, exploded to include a week-long period of delicious deals and discounts.

During the Thanksgiving holiday time, the most popular day for online shopping was Cyber Monday (67.4 million shoppers), followed by Black Friday (65.2 million). But it’s also worth noting that as of the beginning of December, a fifth of shoppers haven’t even started their holiday shopping, which implies more spending is to come between now and Christmas.

Here’s how holiday shopping is changing, plus what we gleaned – and what our clients experienced – during the busiest time of year for retailers.

Thanksgiving Shopping: What Do The Statistics Say?

The time around Thanksgiving is the highest-grossing time of year for retailers. Between Thanksgiving and Cyber Monday, roughly 20% of all holiday shopping took place. Cyber Monday and Black Friday are consistently the two biggest shopping days of the year… and consumers didn’t deviate from that trend this year.

Thanksgiving weekend revenue

Source: Adobe Digital Insights

The National Retail Federation estimates a grand total of 165 million consumers who spent an average of $313.29 during the 2018 Thanksgiving holidays (down slightly from 2017) – but online sales remained up.

Thanksgiving Day and Cyber Monday set records

Thanksgiving Day sales usually aren’t exorbitant, but e-commerce sales in 2018 hit $3.7 billion, a marked 28% uptick from last year – making it the fastest-growing shopping date in history. About a third of all online sales were placed on mobile devices, and average order values were up 8% from last year.

Cyber Monday has been widely regarded as the biggest shopping day of the year across the e-commerce industry.

A record-breaking $6.6 billion was spent online on Cyber Monday 2017, an increase of nearly 17% from a year prior in 2016. And that figure was shattered this year as sales totaled at $7.9 billion – making it the single biggest shopping day in history.

twitter“#CyberMonday sales set a new record in 2018, w/ total revenues around $7.9B – making it the single biggest #onlineshopping day in history,” says @ARTimlin CLICK TO TWEET

Black Friday… another record-setting day

Online sales for Black Friday once again set a new record, breaking last year’s mark of about $5 billion. This year’s Black Friday e-commerce sales were up 24%, amassing $6.2 billion in total revenue.

An analysis of 10,500 promotions from 17 retailers running Black Friday sales found that retailers offered steep discounts of about 47.9% off, an improvement from 45.2% last year (TotalRetail via Numerator). It goes without saying that pretty much every retailer advertised their Black Friday deals across all viable channels.

The funny part is that some of the best Black Friday deals weren’t even on Friday – competition is so incredibly fierce that, more and more, brands began to actually present Black Friday deals the week prior to Thanksgiving! This year, deals hit their peak the week before Thanksgiving. And, in a race to win Black Friday, Walmart, Macy’s, and Target even opened their doors Thanksgiving evening.

What about mobile?

Mobile is becoming more important than ever when it comes to holiday shopping. Data from Adobe suggests that mobile sales were up 19% this year, accounting for 54% of site visits.

Thanksgiving was the biggest “mobile” day where 40% of all online sales were made via mobile devices.

Consumer shopping behavior is changing rapidly, and the increasing partiality to online and especially mobile shopping during the holidays reflects a few important points:

  • Malls and physical stores appeal less and less – especially when flooded with extra amounts of foot traffic – for the modern consumer who values convenience, simplicity, and ease-of-purchase. Showrooming is common if consumers are in-store.
  • Retailers are making good progress toward omnichannel excellence and are making it easier for consumers to spend online or via mobile to avoid the hassle of going in-store
  • Channel explosion and digitization is making it easy to find exactly what you’re looking for – perhaps even more so than the brick-and-mortar location

Holiday Trends: E-Commerce vs. Offline

Thanksgiving and Black Friday are still the busiest in-store shopping days, but, data shows foot traffic is declining. This year, brick-and-mortar shopping dropped about 9% from 2017. Data shows that more than 89 million consumers shopped both online and at brick-and-mortar locations, which was an increase of about 40% from 2017. These people spent about $93 more than those that only used one channel.

Some big-name retailers like Walmart and Best Buy still encouraged shoppers to come into the store; but consumers still expect a high-quality online experience when and if they choose to take it online.

Overall, the trend is towards online shopping. U.S. holiday e-commerce sales have gone up at a steady pace over the last several years – increasing roughly 44% from 2014 to 2018:

Ecommerce Sales

Overall, e-commerce sales will go up 16.6% to $123.73 billion compared to last year. Online shopping represents 12.3% of all holiday retail sales this year.

How will spending be broken down? This holiday season, the average shopper will spend about $1k each. Of that, they will spend about $638 on gifts and another $215 on food, decorations, flowers, cards, and the like. AND, they’ll spend $155 to take advantage of seasonal deals and promotions, according to the NRF.

Brands vs. Amazon

Thanksgiving week and the days that followed also represented an implicit battle: retailers vs. Amazon. When it comes to a seamless online experience, competing with Amazon is a big challenge not only during the holidays but all the time. To overcome intensified affinity and growing propensity of consumers to gravitate toward online marketplaces including Amazon (and eBay or one of the dozens of other marketplaces), more retailers leveraged promotions, in-store only offers, and perks to win over shoppers.

To drive in-store traffic, Best Buy offered some of their most popular products exclusively in-store. Walmart did the same, but, regardless, more than ¾ of toys were still bought online.

How top brands fared around the holiday

Emarsys clients found overall improvement YoY during the end of November season.

→ Daily AOV was up. Nearly every day during Thanksgiving week and Cyber Week, consumers spent more than they did in 2017. On Black Friday, AOV was up about 7.6% from 2017, and AOV driven by email campaigns (for consumers of our client brands) was 8.9% higher than Black Friday 2017.

Customers average order value black Friday shopping

→ Engagement was up. Click rate of emails was also up from last year – on Cyber Monday, click rate was 12% higher than the year prior. Conversion rates were also up dramatically from the year prior – rising steeply on Black Friday (70% increase) and the Saturday (41% increase) following.

→ Average daily revenue was up. In the approximately two months leading up to (and including!) Cyber Week, daily revenue also increased and did so quite notably on Black Friday (pictured below).

Black Friday Revenue Chart

According to Cameron Halcomb, Customer Experience Consultant at Emarsys, the brands that had the most success during the end of November were the ones that were most creative and had that had an omnichannel presence. The brands that were unsuccessful mostly lacked effective segmentation. For example, brands that sent promotional emails touting discounts which were already used/applied by individuals obviously faced lackluster results on those campaigns.

Final Thoughts

For most retail brands, the period between Black Friday and Christmas typically represents 30-40% of all holiday sales. This year, Black Friday and Cyber Monday broke records… and that’s a trend that will likely continue.

eMarketer predicts that 2018 holiday e-commerce sales will go up more than 15%, so there’s a reason to remain optimistic if you didn’t get as much out of Thanksgiving sales as you’d hoped.

Holiday marketing far and away represents the most lucrative time of year for e-commerce and retail brands. How are you making adjustments to acquire and retain more customers during this critical time of year?

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GET SET FOR THE 2019 HOLIDAYS

Email Marketing Software

10 Considerations When Choosing the Best Email Marketing Software

Are You Thinking of Buying New Email Marketing Software?

email marketing softwareWhat considerations should you look at when it’s time to purchase email marketing software? Before you buy, it might behoove you to step back and ask a few critical questions.

Among key considerations, you’ll want to consider the type of software you need to achieve your overarching goals, the kinds of and extent of personalization you want to provide, and whether your investment will be worth it in the long haul.

10 Questions to Consider Before Adopting New Email Marketing Software

Here are ten questions you should think about before adopting new email marketing software or a more all-encompassing marketing solution (of which email is a core tenant).

1 Do we need new email marketing software — or something more all-encompassing?

In today’s multi-touch retail environment, it’s never been more important to be channel-agnostic. How does your email strategy fit into your overall marketing strategy?

If email is at the core — as it should be for any e-commerce company — adopting a separate system or standalone ESP is a huge mistake.

Data will be siloed, communications will be fragmented, and the experience customers have will be isolated only to what you know about them via one channel.

So, what do you really need? An email provider, or a solution that connects email with everything else?

2. Can I create the experiences I want to create?

Forget about email… for just a second.

What experiences are you trying to create for your customers? This question is pivotal, and ties back to your strategy — requiring a thorough understanding of the customer journey, persona mapping, audience needs, and more.

THEN, bring email to the forefront when it makes sense, and integrate email marketing to provide the desired experience for your customers.

Related Content: The Truth About Email: Use it to Drive Experiences First & Conversions Second

Email is perhaps your most powerful tool for execution of necessary campaigns and communications, and it should be at the core of your marketing strategy. But get out of the “channel-first” mode of thinking, and consider the experience you want to provide — then design those beautiful interactions via email when and where it makes sense.

3. How will the system enable me to improve deliverability?

When it comes to email deliverability, it’s more about practices and less about the platform.

If deliverability is an overarching goal, you’ll still want to do due diligence and review tools, technology, and support available to help ensure high inbox placement. But it’s an illusion to think that a tool will transform deliverability… it’s truly about what you do with it — your approach and strategy.

Ask these questions if deliverability is a high-level goal:

  • What kind of insight will be available to review key performance indicators like bounces, complaints, opens, clicks, and unsubscribes?
  • Does the platform have their own tools or an integration with a provider that can provide insight into inbox delivery, spam folder delivery, black listings, or spam trap hits?
  • How will I be made aware of deliverability issues? Is it possible to set up automated alerts when there’s a problem?
  • Does the platform support email authentication like SPF, DKIM, and DMARC?
  • Does the platform offer dedicated IPs, shared IPs, or both?
  • What’s the criteria for sending from shared or dedicated IPs?
  • What does on-boarding and ramp-up look like? How long is it going to take?
  • What level of support can I expect to receive if there are problems during ramp-up or beyond?
  • Am I going to be working with a deliverability expert, frontline platform support, or my on-boarding consultant? Are those resources going to be available to me when I need them or as issues are happening, or will I have to wait for support from somebody in a different time zone?
  • What kind of issues are common during ramp-up, and how are they typically addressed?

4. Can I do different kinds of email campaigns with the system?

Once you’ve determined which experiences you want to create — and that email is the right channel to create them with — you’ll want to make sure your email partner or solution can actually do certain kinds of campaigns that you need.

► e-Newsletter

Will the system support execution of your newsletter in a way that can be tailored for each individual? Preference centers commonly let you “line up” individuals’ marketing content desires, so ensure your newsletter works in with that.

► Welcome series

Once a customer offers their personal data or makes a first-time purchase, a welcome series will engage them further.

► Abandoned cart

Abandoned cart emails almost always require a connection among website and email. These two systems have to “talk to” each other. Therefore, if you want to automate abandoned cart emails (as opposed to doing them manually or constantly exporting data), you’ll need to ensure web and email are connected and then configure rules for the passing of this data and dissemination of reminder emails.

► Other trigger- or event-based emails

Will the system enable you to pull and use specific data sets to both scale AND automate specific and “one-off” emails, such as:

  • Post-purchase. Sending different content or different cross-sell/up-sell offers to individuals based on what they just bought.
  • Win-back or re-engagement. Identifying and engaging customers before they churn with re-engagement emails based on customer lifetime value, product preference, or recent browsing activity.
  • Specific offers or premiums for customers that have a known affinity for a specific product or category.
  • High spenders. Special offers to your “best” high-value customers and VIP members.

5. …And will various campaigns pull from a unified customer profile so they all “work together” to reflect customer preferences?

Ask how all these various campaigns will work together so that customers aren’t getting redundant or unwanted communications, but instead, content that makes sense for them.

The customer’s lifecycle stage needs to be reflected across their entire journey. Call it a unified customer profile, holistic picture, 360-degree view — whatever. The key is that all campaigns need to access or pull from customer data so they work together.

For instance, if a new contact subscribes to your newsletter and responds to a welcome series by indicating the content and products they want discounts for via a preference center, those preferences should be reflected in product recommendations in future campaigns.

6. What’s the personalization potential with my email campaigns?

In conjunction with different kinds of campaigns working together, personalizing content within emails can drastically set your brand apart from the majority whom are actually not fully personalizing emails.

Related Content: Using Email as the Core of Your Personalized Marketing: Kath Pay [Podcast]

Matt Hayes, CEO at Kickdynamic, defines email personalization as “the ability to automatically change email content to match each individual’s behavior, preferences, and within the context of their stage of the buyer journey.”

This goes beyond using the customers’ names or including item recommendations in emails. The key to personalization, in fact, rests more on what you know about customers than the system you pick. Harness certain types of customer data — like category interests, brand preferences, gender, location, and average order value — to discover insights about certain customers or groups. Then use technology to bring it all together.

Hayes estimates that about 30%-50% of typical “business as usual” emails (emails sent to your entire database) can still be personalized. Dynamic content and intricate segmentation are elements of personalization to consider, too.

Personalized emails deliver a 6x higher transaction rate than non-personalized emails.

7. Can I leverage dynamic or real-time content within the body of the email?

Dynamic content within emails is one element of personalization that shows your customers you care about when, where, and how they view an email.

Content blocks that load in real-time with up-to-date content — no matter when the recipient opens them — leverage a technology called Open Time Content. These emails go beyond static, stagnant emails and add an element of not only interactivity, but they can also immerse customers in differentiated, multimedia material.

Examples of Open Time Content might include:

  • Countdown clocks. Timers indicate a sense of urgency and catch attention — usually at the top of or embedded within widgets in an email.
  • Live inventory. Better than providing stagnant images of products is showing which products are actually available, highest-selling, or best for that individual based on availability.
  • Weather updates. Industries in travel and hospitality, for instance, can add utilitarian components in emails to help customers. Weather conditions or location information can do that!

8. Does this system hit on the three A’s — automation, AI, and analytics?

In order to really capitalize on all elements of personalization, you need to consider whether the email marketing software you’re looking at incorporates what I’m calling the three A’s.

► Automating email campaigns across your database. B2C marketers using automation experience conversion rates as high as 50%!

► Using artificial intelligence to improve content placement and Send Time Optimization

Looking to analytics for performance results and constant improvement

You can’t hope for the highest levels of personalization within emails without automation (enabling scale and efficiency), AI (allowing best send time, relevant content placement, recommendations, etc.), and analytics (to see what’s working) to augment your approach.

Since CX is the key differentiator today and the bar for what constitutes an amazing experience continues to rise, emails that aren’t personalized — and which don’t leverage some degree of automation, AI, or analytics — are, quite frankly, emails not worth sending at all. 77% of return from emails comes from segmented, targeted, and triggered campaigns.

9. How will this solution impact the efficiency and effectiveness of my team?

One of the most important considerations when adopting any new software (especially email marketing tools) is “how will it affect my team and impact our workload, process, and overall efficiency?” Without a doubt, you’ll want to work with your marketing team to research, discuss, and plan such an endeavor!

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“Write down the functionalities (or requirements) you're looking for and what the email marketing system needs to do — make them specific. If you relate all of the requirements to real-life use cases (campaigns you're going to do in the coming year-and-a-half), you keep it realistic. Score the requirement by importance, and ask for feedback from your team on the scoring, before you have seen any system. That way, you can make sense of any evaluation among your team.”

Jordie van Rijn • Founder, emailvendorselection.com • @jvanrijn  • LinkedIn

Email marketing software should make your life easier, more efficient, and also quite effortless — or at least free you up for more time spent on strategic outlining of campaign flow, design, and copy creation.

The details matter! With any prospective solution, be sure to analyze or at least ask about:

  • The interface. Is it intuitive and easy to work in? Is it easier to work with than what you’re currently using? Can you easily preview emails across every device?
  • Drag-and-drop images or code. Part of an easy interface might include drag-and-drop widgets, the ability to plug in certain elements, or a simple code to fire components within the content.
  • A key element of automation, segmenting — in some capacity — is key to delivering relevance and resonance. It will also exponentially reduce the amount of time you’d spend developing your own campaign blueprints or outlines.
  • Easy scheduling. Is it quick and easy to finish and schedule emails within the system?

10. Will this system be technologically obsolete in a few years?

This is one of the most crucial questions to ask before spending thousands of dollars per month on email marketing software. How will it serve your needs over time? Is it flexible and agile enough to grow and improve with your needs and the evolution of email? For example, can the software currently (or eventually) support:

  • Embedded or “one click” buying. Many email experts believe embedded transactional functionality is the future of email marketing.
  • Animated, video, or GIF content. Interactive content is on the rise. Leveraging multimedia within emails is one area you’ll want to ensure you can take advantage of.
  • Mailable microsites. Interactive, engaging, even 3D emails can serve as microsites in and of themselves. Can the system support this kind of user experience?

Can the software support continuous improvements, to-be-created features and functionality, and other futuristic components of email marketing… or is it unchanging? The more robust the system, the better.

Conclusion

An investment in new email marketing software requires careful analysis of the pros and cons of systems in contention.

Is a standalone system sufficient? Or do you need something more substantial that interlinks all of your customer data? What experiences do you want to provide, and what kinds of personalization do you anticipate wanting to use? Are the three A’s important to you, and how can they save your team valuable time?

Careful consideration of these points will set you up to make the best decision when it is time to buy. Doing your homework and preparing — taking into account the most critical aspects of new email software for your business — is the first step to successful selection, implementation, and, ultimately, business growth. ◾

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