Finding the right people, processes, and products to decipher the ideal email marketing strategy is like trying to crack a cryptic code. There’s endless trial and error, but when marketers hit on the right combination, the results are rewarding.
To shed some light on the talent, strategies, and tools marketers are leveraging today, email testing and analytics platform provider Litmus surveyed 900 email professionals for its “2016 State of Email Production” report. Here are a few key takeaways based on its findings.
The People That Make Up Email Marketing Staffing
Email marketers are expected to be multitalented, but specialization is still valued. Modern digital marketers need to be jacks-of-all-trades. Coding and development (70.4%), strategy (62.4%), designing (61.3%), and analytics (61.2%) are all functions respondents say they currently perform. And some marketers have to complete these tasks on their own. Nearly 42% of respondents say their email marketing team consists of one to two people, compared to about 27% who say they have three to four team members.
Team size varies in some unexpected ways. About 48% of respondents from companies with fewer than 500 employees say their email teams have one or two people; surprisingly, this number drops to about 31% for respondents from larger corporations. The reason is that company size only correlates to team size at the far ends of the company-size scale—i.e. really small companies often have really small email marketing teams and really big companies often have really big teams. Yet, in the middle, there’s little correlation. White says the size of an organization’s team usually reflects how much it prioritizes the channel.
Streamlining Processes with Email Marketing Consultants
E-mail marketing procedures may be exclusive to every business. Email planning is just a little bit of an oxymoron, White frequently more of a strategy, and says. “It may seem like it is the need of the minute rather than large amount of planning out in to the future he says.
This idea is supported by litmus’s data. Based on the statement, no more than half (49.5%) of respondents say they keep a content diary all-year. 18% maintain one during critical selling months and just 10.7% of participants plan peak period email promotions or their vacation 6 months ahead of time or even more. Almost a third of those say their directs are completely random.
White says these random senders are far more apt to be nonprofits than major B2C models, B2B businesses, or smaller businesses. And with respect to the measurement of the business, quantity is sent by their, and just how important mail will be to them, a technique might be adequate, he notes. He promotes the strictly encourage-of-the-second people to think about applying out their mail directs a bit more beforehand.
The Products Available
Free is not always better. There are certainly a quantity of cheap or free tools open to marketers today, however theyare not necessarily the best tools. For example, 83% of mail marketers interviewed use Microsoft or Google Collection resources because of their content planning, but these resources were not created for content planning, White says. And although these resources are free, Easy To-use, and easily available, you will find additional resources which are worth the expense and may create email marketers’ actions more effective, White claims.
Choosing the proper tools begin with technique, then system. Deciding on the best system company could be challenging, especially considering the 1000s of suppliers that marketers need to filter through today.
As it pertains to email systems, marketers are divided between using many companies and one. Based on the data of Litmus, 51.5% use one answer, while 48.5% are employing two to four. This differs simply on the basis of the kinds of email marketers deliver. For example, a lot more than two-thirds of participants work with a homegrown system (frequently for transactional messages, the record indicates) along with a merchant system (for marketing messages).