The technology used to set up email marketing campaigns is relative to the organization, but the importance of the integration of this technology remains the same. Pat Sehn and Kevin Hospodar from Steady State Media spent some time in the studio chatting about the different technological approaches to email marketing based on the organization’s needs.
Smaller Versus Larger Companies
For small teams, there are programs already developed that are ready to use and have templates already set up. With this type of technology, the main effort will be put into navigating these pre-developed programs and adding in your content.
If you have a large team, there are more robust platforms that account for you potentially having the graphic design or the people to help with your segmenting. For these platforms, the emphasis is on finding the perfect tool for whatever it is that your company is doing.
No matter the size of your team or the size of the platform your company uses, it is critical to have good servers. This is the most common obstacle that teams come across because you send these campaigns through that email system rather than sending it from your own domain.
What to Look for in a Platform
When you are evaluating the potential in technology for your company, some factors to take into consideration include deliverability, ease of use, ease of creation through templates, reusability, and reporting. Most email platforms, from the lower cost ones to the higher cost ones, all include what can be referred to as workflows, drip campaigns, or engagement studios. These platforms all option these in now so there is no barrier of entry on that front. It is important to be able to accurately look into reporting so that you can see your open rates and monitor what is performing while simultaneously tracking how to keep that momentum going.
Looking at the basic functionality of a technology platform that deals with email marketing can help you evaluate the piece of software and therefore boost the success of your campaigns. If you’d like to learn more about email marketing, have us look at your systems, or even come up with some ideas of how it could be effective for your company, please visit www.steadystatemedia.com