Use the following questions as a guideline to determine whether an enterprise email marketing platform is right for you.

1. Do we have the right human resources in place? To succeed with email marketing, you need people who can handle all the features that a platform offers. This covers everything from design and content to data and strategy. Depending on the platform, you may need different levels of skill to create email templates.
2. Does our customer data reside in disconnected silos throughout the organization? When different departments like sales, marketing, procurement or customer support don’t work together, your customer may not get the best or most relevant experience with your brand. A platform for email marketing at the enterprise level can help you link these separate systems and understand your customers better.
3. Do we have customer knowledge gaps that could be filled with trusted second- and third-party data? Your brand’s relationship with customers is based on first-party data, such as email addresses, which are becoming more valuable as Google and Apple phase out third-party data sources like cookies and mobile IDs. You can enrich your customer database with other data about who they are, where they live, what they buy and more. This can help you fill in the blanks in your customer knowledge. As you get better at collecting and matching data, and access more shared data sources, you may be able to create a complete picture of your customers.
4. Are we in compliance with CCPA, GDPR and other data privacy regulations? Data privacy is a big issue these days, as more and more cases of data breaches and misuse come to light. This means more rules and regulations to follow, like the GDPR in the EU or the CCPA in the US. Using data to market your brand can give you an edge, but it can also put your brand and your legal status at risk. Many platforms for email marketing can help you comply with the changing laws and build more trust with your customers.
5. Do we have C-level buy-in? Email may seem simple, but it can be tricky to manage at a large scale. A platform for email marketing can help businesses overcome these challenges. To convince top executives of the value of a new platform, you need to show them the results of test projects and agree on what success looks like beforehand.
6. Can we invest in staff training? To get the most out of a new platform, you need to train your technical, design, content and marketing teams regularly. Some platform providers include or charge extra for training, so check with them about this.
7. To what extent do we need to share data and reports with non-email marketing staff? Some platform providers help you connect data across your business, so other teams like customer service and product development can also see the whole customer picture. If you want to use these features, make sure the connections, interfaces and reports work for other people in your organization too.
8. Have we established KPIs and put a system in place for tracking, measuring, and reporting results? You need to have a clear idea of what you want your email marketing to do. Do you want to turn newsletter readers into buyers, or more loyal buyers? Maybe you want to make them like your brand more and guide them through a longer buying process. Having specific goals will help you figure out if you need an enterprise platform and which one suits your business best.
9. Do we have realistic expectations? Switching to a new email platform can take a while to pay off, especially if it’s very different from what you’ve been using. You may need to change your culture and your workflow. Having realistic expectations and goals will help you get support from everyone in your business.

Dig deeper: What is email marketing and how are platforms helping brands succeed?

Email marketing helps organizations acquire and retain customers, build businesses and make more money. Explore the platforms essential to email marketing in the latest edition of this MarTech Intelligence Report.

Click here to download!

The post How to decide if you need an enterprise email marketing platform appeared first on MarTech.

Email continues to grow because it delivers consistent and impressive results. For every dollar marketers spend on email marketing, they generate $36 in revenue, a Litmus survey of 2,000 email marketers found in 2020, the latest year for which data is available.

Depending on what industry you’re in, your company’s ROI could be even higher. Agencies in marketing, PR and advertising see a return of $42 for every $1 they spend on email, and businesses in retail, ecommerce and consumer goods are rewarded with $45 in revenue for each dollar spent.

The centrality of data and the need for updated technology

Email may have been around since the dawn of the internet, but the space doesn’t stand still. Email marketing, and the technology that enables it, have evolved to deal with challenges like spam and deliverability and also to take advantage of opportunities, such as the ever-increasing sophistication of data usage for hyper-personalization.

When MarTech surveyed marketers for the 2022 MarTech Replacement Survey, they said technologies for email distribution and for marketing automation (a chief component of which is email), were both in the top four software types replaced over the previous 18 months.

Dig deeper MarTech’s email marketing experts to follow

Marketing automation was the most replaced application, with 23% of respondents in 2022 saying they’d replaced it, versus 24% in 2021. Email distribution technologies were replaced by 21% of those surveyed in 2022, compared to 24% in 2021.

Most of the respondents who replaced email distribution systems were moving to a commercial application, either from another commercial vendor or a homegrown solution. The primary reason: to take advantage of new and better features.

Email marketing helps organizations acquire and retain customers, build businesses and make more money. Explore the platforms essential to email marketing in the latest edition of this MarTech Intelligence Report.

Click here to download!

The latest generation of email technology

When it comes to technology, maturity can be a disadvantage. New businesses can more easily leverage the latest capabilities of software development, while established firms may be saddled with legacy technologies and architectures.

Of course, technology players often introduce new features – some at a higher rate than others. But doing that on top of an aging infrastructure, while also keeping things running for an existing customer base, can be challenging.

While the COVID-19 pandemic may have driven communications between business and customers to digital channels like email, that preference seems to hold up even now that the pandemic is waning. Fifty-seven percent of customers said they preferred to engage with businesses via email in 2022, down from 65% in 2020, according to Salesforce’s State of the Connected Customer report.

Despite this preference, lots of emails land in inboxes without getting an open, much less a read or a click. Meanwhile, recipients spent an average of only 10 seconds reading brand emails in the first three quarters of 2021, a Litmus analysis of eight billion email opens found. That was down from 11.8 seconds in 2020 and 13.4 seconds in 2018.

These statistics explain why marketers, and the email marketing platform vendors serving them, are focusing on technologies to create more personalized, relevant and engaging messages that improve the odds of their content being read and acted on.

The personalization imperative amid data pressures

Meanwhile, other developments are changing the data landscape, making it harder to even gather statistics like these about users’ interactions with emails. Because of efforts to safeguard customer privacy, tech companies are making it harder for marketers to collect data about individual users.

In addition to the pending demise of third-party cookies, both Apple and Google are reducing the utility of mobile ad identifiers in an effort to safeguard customer privacy. Another change affecting email marketing, in particular, arose in mid-2021 when Apple announced Mail Privacy Protection (MPP) features in iOS, Mac OS and Watch OS that can limit the data available to marketers by concealing opens and IP addresses.

Another Apple feature, Hide My Email, lets users create their own unique random email addresses that forward to their inboxes. This means that a person could use a unique email address for every business with whom they have a relationship, foiling technologies that seek to tie together behavior from different sources to get a holistic view of a customer’s interests and needs.

These changes are spurring a dramatic shift to first-party data in all digital marketing disciplines, and they have led to the decline of the open rate as a meaningful email marketing metric, since MPP obscures whether, or when, emails are opened by using a cache.

Both the increased emphasis on data-driven personalization and the shifts in the data landscape have spurred vendors of email marketing platforms to augment the data available within their platforms and change the emphasis to metrics other than open rate.

Everything you need to know about email marketing deliverability that your customers want and that inboxes won’t block. Get MarTech’s Email Marketing Periodic Table.

Click here to check it out!

Enterprise email marketing platform capabilities

Email marketing platforms usually offer features for email creation and sending, but consolidation and integrations have added to what one might have once expected. Common capabilities of these platforms include:

• Message design and creation
• Workflow automation and collaboration
• Message previewing
• Email sending
• Deliverability management
• Data management
• Ecommerce capabilities
• Analytics and reporting
• Third-party integrations
• Automation and landing pages

Some providers may offer more advanced capabilities, such as:

• More full-featured customer data platform functionality
• Artificial intelligence and machine learning capabilities leveraged through different parts of the platform

The benefits of email marketing platforms

While any but the most nascent of businesses will likely have adopted some approach to email, given its centrality to business in general, adopting an enterprise solution offers many benefits. These may include:

• Data unification across channels. Some email marketing platforms include full-fledged customer data platforms, but, even if they don’t, the customer databases associated with these systems can serve as a single source of truth across an organization. Such unification can provide businesses with a complete portrait of their customers, permitting them to leverage data for marketing, customer service and product development purposes. Platforms can also assist with compliance with CAN-SPAM and other privacy regulations.
• A more unified technology stack overall. Most email marketing platforms offer extensive integrations with other business technologies, allowing companies to more easily work across silos.
• Ability to identify more profitable audiences and segmentation strategies. The unified data trove gives marketers the opportunity to get to know their customers better, and also to identify lookalike audiences by connecting to additional data sources. Artificial intelligence and machine learning capabilities can surface useful insights that marketers may not know to look for.
• More efficient workflows. Every email message that’s meant to be delivered to an audience or segment typically goes through an internal review and approval process. Some email marketing platforms feature the ability to collaborate and obtain approvals within the platform, which is especially helpful for larger more-distributed organizations and those in more regulated industries. Franchises and other multilocation businesses benefit from even more complex systems aimed at sharing useful assets and establishing guidelines, while also allowing those closest to the customers to add valuable customization.
• More personal and efficient communication with customers. Template design combined with data insights and segmentation can allow businesses to deliver more personalized, relevant and timely messaging. Automation and triggered-messaging features allow for more efficiency, as well. When systems include SMS or mobile notification options, this allows businesses to extend communications to those channels.
• Improved deliverability and design of email messages. Email marketing platforms’ deliverability systems – both technological and relationship-oriented – can help businesses ensure their messages make it to the inbox. Once they arrive, design and preview features give marketers more control over how their messages appear, no matter where they are viewed.
• Access to more advanced templating and interactivity. Interactive capabilities via AMP for email or CSS are more easily accessible with the help of email marketing platforms, allowing businesses to create more engaging messages with better return.
• Better ability to measure return on investment (ROI) and more. Data and reporting capabilities can tie email messages to specific business goals, allowing marketers to optimize content and targeting to achieve the best possible results.

Email marketing helps organizations acquire and retain customers, build businesses and make more money. Explore the platforms essential to email marketing in the latest edition of this MarTech Intelligence Report.

Click here to download!

The post A guide to how email marketing platforms help brands succeed appeared first on MarTech.

Email has always held a special place in my heart, perhaps because it seems so taken for granted in the digital marketing world. It’s been around too long to benefit from “shiny new object” syndrome, yet its true believers are fully appreciative of its power. What else delivers an ROI of $36 for every $1 spent, after all?

We hope you’ll take this opportunity to download this free buyers’ guide that looks at today’s email marketing technology and walks you through what you should consider before adopting a new platform or making the switch from your current provider.

Email marketing platforms and financial activity

The big marketing cloud providers, Adobe, Oracle, Salesforce as well as Acoustic and Zeta made investments in email by acquiring standalone players – some more recently than others.

Though the email category is well established, there are still plenty of investors who believe marketers are looking for innovations. In the last few years, many players in the space have attracted venture funding, while mergers and acquisition activity shows how email increasingly works together with other marketing technologies.

Venture funding

In May of 2021, Klayvio closed $320 million in Series D financing at a $9.5 billion valuation, just six months after its Series C of $200 million, according to Techcrunch, which says the next-gen email provider has taken in $675 million in all.

ActiveCampaign has received $360 million in VC funding through three rounds, Techcrunch says, with the most recent round of $240 million (at an over $3 billion valuation) coming in April 2021.

Iterable’s latest funding round occurred in June of 2021, which was reported to be $200 million. In total, Techcrunch reports the company has attracted $342.2 million in financing.

Meanwhile, Sendinblue’s latest funding round, a reported $160 million, occurred in September 2020.

Prior to that, the latest period of significant activity in the email space was 2018, when Braze brought in $80 million in October and Cordial took in $15 million in June.

Mergers and acquisitions

Consolidation activity has been even higher in the past few years. The biggest blockbuster deal was Intuit’s acquisition of Mailchimp for $12 billion, announced in September of 2021, though Mailchimp is more focused on small and medium-sized businesses than enterprise customers.

In the same space, and also that month, Constant Contact finalized a deal to acquire email automation provider SharpSpring, following that up in January of 2022 with an agreement to acquire Australian SMS and email platform Vision6, a deal expected to close later in 2022.

Other recent big news involves the CM Group’s merger with Cheetah Digital, announced in October of 2021 and finalized in February of 2022. CM Group is also the parent of Campaign Monitor and Emma, among other related marketing technology brands like Sailthru. CM Group is majority-owned by Insight Partners.

For its part, Zeta Global acquired surveying tool Appness in October 2021. In 2019, the company purchased AI and content classification company Temnos in January, data management platform (DMP) and demand-side platform (DSP) Sizmek in April. It snapped up location data company PlaceIQ in July.

Validity acquired email analytics and deliverability provider 250ok in February 2020, cementing its deliverability and data quality capabilities. The company has previously acquired Return Path (2019), BriteVerify (2018), CRMfusion (2019) and AppBuddy (2019).

In our new MarTech Intelligence Report, you’ll learn more about these companies and their technologies, so you can determine which solution best meets your business’ needs. Download it today!

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