Teaching the Email Marketer How to Fish
While we may have determined that management can be one of the barriers in effective email marketing, their influence can absolutely be leveraged in a positive manner. With some guidance and coaching from you, management can help you get the results you are looking for!
Karen caught a huge fish when she advised others to do the following:
"Invest in next generation marketing/customer data management and marketing technology. Break down barriers between disparate systems and who owns them (IT vs. marketing), or put the ownership in marketing. Also, invest in martech systems/software/tools that marketing practitioners can understand and drive themselves." - Karen Talavera
Email Marketer Self Reflection
Internally, there are some clear, actionable steps that managers can take to make strides within the email marketing department. Some of that means prioritizing email and making sure that you have time to schedule ahead; it can also mean being interested in researching and testing different practices.
We really like Jen Capstraw's advice: "Prioritize productivity. I’ve yet to come across a marketing team that isn’t bogged down with needless bottlenecks in their processes, or a fixation on minutia that doesn’t matter much in the grand scheme of things. This makes it tough to execute new campaigns and optimize existing ones. Today’s marketers are smart—they know much of what they should be doing—they just find it difficult to get there."
Priya Bransfield points out that "this can only be done through further education into email marketing as a whole for the team." Email must be tackled by the whole organization!
Email Marketer's Tacklebox
Luckily, there are plenty of tools and practices at your disposal to help get things where they need to be for effective email marketing.
"Invest in analytics before you invest in marketing automation. Automation is a wonderful thing, because it is a force multiplier. But senders have to know exactly what it is they’re going to be multiplying," said Andrew Barrett, director of global deliverability, Adobe.
"Test, refine, test! The most powerful email programs are built by the relentless pursuit of A/B testing. They never work with assumptions but rather let the data determine the direction of the program. As you run split tests, look at the data, refine the campaign and test again. Never settle for “good enough” as there are always opportunities for improvement -- John Thies
Simms Jenkins reels in the final bit of wisdom: "Many email marketers are hesitant to take risks and think about new strategies, try new tactics and gamble a bit to make each email more rewarding for all parties." Try new techniques! Go and apply one thing you have learned from this article and see what happens.
We sure hope so. While email marketing is not the newest form of marketing, it is a tool that can constantly be revitalized, honed, and improved as you make it a personalized communication mechanism with consumers. Now go get fishing! Please share you feedback and success with us on Twitter: @AdobeCampaign.