Campaigns are a critical part of the day-in-a-life of all e-mail marketers. Many organizations organize their e-mail marketing teams by campaign, giving a campaign manager responsibility for a specific program and the results that the program drives. In large organizations with complex products and customer relationships, you may find four to six campaign managers responsible for contributions to revenue and the customer experience.
Many businesses have invested in multi-channel campaign management systems, giving them the ability to execute campaigns across e-mail, direct mail, and the Web seamlessly. We classify our campaigns as transactional, promotional, and experiential, among others. When we look at reports, we often compare campaign performance against previous campaigns or similar programs running in parallel. While this focus on campaign management has made e-mail one of the most profitable direct channels in the marketer’s arsenal, it has clouded our view of something more important: relationship management.
Wide adoption of segmentation and analytics
US marketers are no slouches when it comes to integrating new technologies and tactics with their email marketing efforts, according to data from summer 2010.
An August survey by email marketing service JangoMail of email marketers that were not customers of the firm found that the vast majority of respondents used advanced features like integration with Google Analytics or geo-tracking analysis to increase campaign effectiveness. Just 11.8% of email marketers reported never or seldom using such techniques.
I think it’s safe to say that most people who purchase and recommend products, services and brand experiences like yours are fairly capable when it comes to using computers, Web applications and mobile phones. Wouldn’t you agree? Yet many marketers are way behind the times when it comes to integrating email with other complementary messaging channels.
Earlier this month, more than 400 marketers responded to a webinar poll, with close to 49% of them noting that they still mainly use email by itself, or without integrating social and mobile messaging. When it came to obstacles, nearly 27% noted that they had insufficient staff, while 12% stated that a lack of collaboration in the marketing organization prevented email, social and mobile channels and messages from being integrated. Finally, almost 27% said that they were not clear on the business case for integrating email with social and mobile.
4/1/10, BtoB Daily News
Datran Media’s fourth annual “Marketing & Media Survey” results were announced today and, according to the more than 5,000 b-to-b and b-to-c agencies and marketers surveyed, 2010 should be a very good year in terms of budgeting, spending and strategy. The main take-away: Digital marketing continues to be a crucial part of overall company strategies, and e-mail marketing in particular still carries a lot of weight.
As an industry, we can learn a lot from the mistakes of our peers. That’s the spirit in which I publish the Oopsy Hall of Fame each year. This year’s inductees demonstrated several weak points in our collective email processes: