The global email marketing market is growing. Its market value is estimated to increase to $17.9 billion by 2027 from $7.5 billion in 2020.
Simply put, it has a vast potential to generate leads, drive up conversions and revenue for your business. Business owners and marketers know the value of email marketing, but it can be a daunting task to figure out how to implement an effective strategy.
It doesn’t simply end at sending out a random email to your subscribers. The task includes:
- Keeping best practices in mind for every campaign you curate for your brand
- Identifying your target demographic and audience segmentation for each campaign
- Optimising emails to increase engagement
- Reducing spam complaints
- Monitoring performance metrics to see how your campaign is doing and what factors are lacking
All in all, it is a challenging task and can be overwhelming for most SME owners. That’s why most of them end up outsourcing their email marketing.
Outsourcing is gaining momentum in the marketing space. But how much should you outsource, and how should you go about this?
In this blog, we’ll walk you through the common reasons why businesses outsource their email marketing activities and the factors you must consider before doing so.
3 Reasons Why Businesses Outsource Their Email Marketing
1. Lack of expertise
Hours of work and several touchpoints are required for the perfect email marketing campaign. Also, it demands a unique set of skills such as graphic designing, HTML Coding, Copywriting, Customer journey mapping, and Marketing Strategy A/B Testing.
Outsourcing your email marketing activities means you’re getting all these skills in one go. This also means you’ll be saving yourself from all the hassle and costs of hiring people to do them. The agency will do all the hard work for you from planning a successful campaign that will serve your business goals to nurturing the email lifecycle and managing resources.
For instance, a study found that segmented campaigns, which are often done by email marketing experts, can deliver as much as a 760% increase in revenue.
2. Data analysis takes too much time
Email marketing doesn’t end with just sending out three to five emails per week. It involves following up through the entire lifecycle of email marketing. And one of the crucial phases of this lifecycle is understanding and leveraging data from your campaigns.
Monitoring and analysing metrics such as open rate, CTR, bounce rate, churn rate, etc., help fine-tune your next campaigns. But this can be time-consuming.
By outsourcing your email marketing, they will dig through the noise and figure out these metrics for you. They’ll make sure you’re getting valuable data, making it easier to design impactful campaigns that increase your revenue and conversions.
3. Making the best of marketing automation
In-house teams mostly don’t have the capacity and resources to go through the repetitive and demanding routine that email marketing requires.
Marketing service providers are equipped for this, and they’re making the most of marketing automation to streamline processes and efficiently run campaigns. They invest in state-of-the-art technology allowing you to build a solid database and automated workflows that activate emails based on client activities and streamline email delivery.
For instance, marketing automation helps a lot when you do email drip marketing. This strategy aims at providing your customers with the right information at the right time.
5 Factors to Consider Before Outsourcing Your Email Marketing
1. Types of tasks
This includes collecting email IDs, creating email lists, segmenting the lists, designing emails that suit the brand/company, and so on.
When reviewing agencies, identify the ones that can complete your tasks as per the standards you have set. Always ask for a sample or portfolio to see what the agency can provide for you.
2. Your goals
While it is difficult to ask for statistics so early in the process, it is vital to discuss your expectations. Discuss what standards to set for click-through rates, open rates, and engagement. You can also assess their abilities ahead of time by asking for figures from their previous work.
3. Dedicated specialist
Due to the freelance nature of the work, marketing agencies deal with numerous clients. You could end up talking to different employees and repeating your queries which is frustrating.
Generally, each client will be appointed a client servicing manager to avoid such situations. It would also be beneficial to have the same point of contact for easy and fast communication.
4. Effective communication
The agency will require various materials from your company – logo, branding guidelines, images, and other brand-related materials. Doing so enables them to thoroughly embody your brand when crafting emails.
You must also be prepared to provide insights into their work. The agency, too, must consider your feedback. This will help bring out the best results for your brand. Meanwhile, the agency quickly learns what you expect from them.
5. Lay down guidelines to follow
Email marketing agencies may have different working hours than your company. Do you need the marketer to have the same working hours as you? How often should they be available online?
The type of email marketing platform you want to use also affects your options of agencies. You must set your budget, preferences, and guidelines before working with the agency. Organising them beforehand can help avoid further issues.
Leave the hard work to the experts
Outsourcing your email marketing to agencies that will dedicate their focus on optimising your campaigns is a good move for SMEs who run with scarce resources.
Leave all your email marketing worries to the experts with Crazy Domains Email Marketing service. From planning to managing your campaigns – you get a dedicated specialist to do all the work for you. This is on top of subscribing to an Email Marketing plan where you get access to our easy-to-use and intuitive platform.