Three Reasons to Switch ESPs and Upgrade Marketing Automation

You know that email you get every morning that keeps sending irrelevant offers and information, misspelling your name, and cluttering your inbox? Much of this communication comes directly from companies using the “batch and blast” email approach with little to no personalization or attention paid to how people “buy.” While many martech solutions on the market are lacking, Email Service Providers (ESPs) are often the most outdated when it comes to providing marketers with the tools they need to optimize data, automate tedious processes and deploy multi-channel campaigns. This form of impersonal, spammy emails can do more harm than good, alienating a target audience or causing email fatigue.

ESPs are often used by businesses to send messages to a list of email addresses they’ve compiled over the years. It can be an affordable (sometimes free) way to reach an audience and share content consistently. Unfortunately, ESPs are relatively simple and lack customization. In an era where personalization and segmentation are king, many companies are turning to a more sophisticated option: marketing automation.

A dynamic and robust platform, Marketing Automation provides all the services of an ESP and more to help businesses better understand consumer behavior, optimize messaging strategy, and turn prospects into customers at life. Below are three reasons to switch to marketing automation and get out of ESPs.

Marketing Technology News: VIZIO and Verizon Media Announce Strategic Partnership to Advance Connected TV and Omnichannel Advertising

GO BEYOND “OPEN RATE”

While ESP KPIs are easy to measure, the metrics are extremely superficial. Often the only indicators of success are whether users have opened an email or clicked on a link. These metrics can be useful for broadly gauging the success of a campaign, but marketers won’t have a clear picture of the customer journey, what happened “after the click,” and which aspects drove the best success. commitment.

With marketing automation, a prospect’s behavior can be tracked to understand where and how they interact with an online business throughout their journey. The advanced software provides in-depth insights into what drives users to engage and paints a clear picture of activity, preferences and interests. Like ESPs, it can also track response metrics such as unsubscribes, clicks, and open rates, but takes it a step further by also integrating into CRMS to track leads, create and launch sales pages. destination, measure conversions, and more.

Additionally, marketing automation platforms typically include insightful tracking tools such as marketing dashboards, campaign performance reports, and data filters. These analytics help marketers break down their user behavior data and understand which actions and assets actually drive conversions and sales, generating valuable insights to continuously improve the customer experience. The strong analytical capabilities of marketing automation are a key driver of the platform’s growing popularity as businesses transition to this cutting-edge and accessible technology.

CUSTOMIZE THE PROCESS

In an age where customers are holding brands higher than ever, it’s critical that marketers put consumers first on a personal level, showcasing products that fit their lives and interests. A one-size-fits-all messaging approach is bound to fail because not all clients are at the same stage in the lifecycle.

This form of impersonal email marketing falls flat because it shows consumers that a company is making no effort to understand who they are and what they need. With research showing that 63% of consumers say they will stop buying from brands that use poor personalization tactics, personalization is no longer an option, but a necessity. In an age where consumers are more savvy than ever, with a wealth of knowledge and research at their fingertips, marketers need to treat them like the informed and valuable consumers that they are.

More so, ESPs can also pose other challenges in communicating with existing customers or nurturing leads, as the appropriate messages and preferences for these people are very different. Think: send an email for an onboarding session to your entire contact list, including customers who have been frequenting your brand for years. It reads like ungrateful for all the years they gave you their money. Or, what if your customer never reads his emails in the morning? If you fire a blast at 6am, you automatically alienate that segment.

Marketing automation transcends the limitations of ESPs by using the previously mentioned behavioral analytics to deliver a superior brand experience. The software leverages user data and metrics to send personalized, targeted messages that not only resonate, but hit at the optimal time of day for each individual, maximizing engagement opportunities.

Marketing Technology News: MarTech Interview with Hunter Montgomery, Chief Marketing Officer at ChurnZero

INCREASED EFFICIENCY

ESPs can be inefficient and often fail to maximize resources due to limited measurement tools that prevent marketers from understanding if the time spent designing and sending emails is really worth it. For this reason, adopting a marketing automation solution (which can do everything an ESP can, and more) is a logical decision for marketers looking to understand their spend, customer behaviors and ROI at a much deeper level.

Automated marketing campaigns allow businesses to better track the effectiveness of their messages based on the customer journey, leading to a better understanding of what works and what doesn’t. Robust reporting capabilities take data insights/analysis to the next level and provide businesses with detailed insight into campaign metrics. Businesses can then use this information to pivot and adjust their messaging strategy until they determine the most optimal communication strategy for their particular audience.

In marketing (and almost every other industry today), measurement is key. Companies often need to respond to their stakeholders and board members to demonstrate good stewardship of funds, raise the stakes, and demand that marketers prove the ROI of their campaigns. Marketing automation helps achieve this transparency by providing very detailed metrics and insights, leaving the powers that be with no choice but to continue allocating marketers the appropriate budget.

TAKE AWAY FOOD

ESPs have had their heyday, but as digital transformations become more sophisticated, their limitations become undeniable. Their basic measurement tools, lack of customization, and overall inefficiencies make marketing automation a superior choice. This is especially true in the context of the modern marketplace where consumers balk at brands that don’t take the time to tailor their message and stand out from the crowd. It’s time for marketers and businesses to unsubscribe ESPs and adopt a sophisticated and dynamic marketing tool that can reach an audience with personalized and powerful messages that drive action and engagement.

Marketing Technology News: Travel marketers look to recovery