You reckon your in-house marketing department understands your customer base better than anyone. That’s what matters, right?… Actually, not necessarily. The knowledge and expertise offered by an outside agency is not something to pass over. Experience gained across different markets might be just what brings a new spark of life to your email campaigns. And here’s why…
If you’re the sort of person who likes to be ahead of the game, the following fact will give you comfort. Did you know that according to a survey carried out by Litmus, two thirds of your competitors are still doing everything in-house? Looking beyond your four walls, therefore, may help you sow seeds of change which will lead to your organisation reaping significant rewards.
Every pound spent with an agency is a pound spent on your campaign
With the best will in the world, in-house marketing teams are rarely dedicated to one project at a time. If you worry that your department doesn’t have the bandwidth to run an email campaign properly, you’re probably right. To be successful a campaign needs time and planning. Diverse assignments require specialist knowledge in each discipline and it’s unlikely you have every skill in-house. If just one aspect of a project isn’t up to scratch, budget spent can be budget wasted.
You can free your department up to focus on core activities
Involving an agency enables you to pick and choose what you work on in-house, and what can be outsourced to experts. It’s not all or nothing. One has to remember that even a large marketing department will need specialists to make an email campaign successful. Whether it’s just a one-off, or a series you’re planning, you’re going to need the following skills to do the job well: Copy writing, graphic design, HTML coding, data analysis, testing, and performance analysis. It’s rare that one individual can cover all these bases, which can lead to an expensive collection of heads sitting on your headcount.
Seasonal peaks and troughs can be managed more cost-effectively
If your market is affected by either seasonal changes or peaks and troughs in activity, switching an email marketing tap on or off via an agency can sometimes be the most efficient way to operate. The costs of hiring and managing even temporary staff goes away.
Keeping up to date is crucial
Whilst an in-house marketing department has to wear many hats, an agency that specialises in email marketing focuses on one discipline. It is their core activity and they need to stay cutting edge. If you work with an agency, you’re getting the benefit of that up to date expertise without the headache of budgeting for and managing constant training.
Agencies know how to get the most out of your email service provider
Agencies that specialise in email marketing, and who liaise regularly with email service providers, know how to get the most out of the technology. It’s standard bread and butter to them. Take automated triggers, for example, agencies know how to get more out of abandoned baskets, subscription sign-ups, and cross-selling/up-selling. These strategies are not just icing on the cake either. Their automated nature is what can put you points ahead of your competitors without you having to lift a finger.
If you’re interested in understanding more about how an agency can support and enhance your email marketing, gives us a ring. At virtualROI we do it day in, day out, and always enjoy the challenge of applying our expertise to a new campaign.