Email marketing offers plenty of benefits. With the right strategy, you can quickly develop your business and build a prominent market position for your brand.
However, successful email marketing techniques require putting your concepts into effect, analyzing data, and assigning them to your in-house team. Alternatively, you can outsource your email marketing to industry experts whose sole function is to improve digital marketing efforts.
Both in-house and outsourced email marketing has their perks and limitations. Seeing how each of these might affect your business and understanding how they function can assist you in making the best possible option.
Read on to learn more.
Should I Outsource My Email Marketing?
Email marketing may seem to be a small business component that you can handle independently. However, it bears considerable weight due to the possibility of a high return on investment (ROI).
Businesses that do not use the expertise of professional email writers will not get the same competitive advantage as those that do. Here are four reasons to immediately begin outsourcing your email campaigns:
1. Reduce the Amount of Time Required for Scaling Your Enterprise
Marketing can easily consume the majority of the time spent operating your firm. To expand, you must, at some point, outsource email marketing. When you are no longer occupied with day-to-day duties such as producing and sending emails to support your marketing initiatives, you can focus on improving your campaign’s strategy.
By concentrating on the overall picture of your email marketing efforts, you can optimize each email you send for maximum success. Additionally, you will have more time to focus on other elements of your organization with the assurance that your email marketing is in capable hands.
2. Increase Email Consistency and Frequency
When you are juggling email marketing with the rest of your business’s activities, your email list is a danger of being forgotten. If you “ghost” your audience, they may become unaware of you. Consistency in email communication is critical for developing loyalty and trust.
Outsourcing your email marketing allows you to expand your capabilities beyond what a single individual can do. Because you have a staff working around the deadlines you establish, you can maintain consistency regardless of your schedule.
You will be able to arrange email campaigns for several months and have a team member queue emails to be automatically sent at specific intervals.
3. Make Use of Skilled Email Writers
If you are not a natural writer, this is reason enough to outsource email marketing. It makes no difference whether your grammar is flawless. It takes brief, direct text to maintain readers’ attention, a task at which writers who compose marketing emails for a career are adept. They can significantly increase the textual quality of your emails, which has a direct effect on your bottom line.
Apart from refining your content, a freelance email marketing writer can also increase the persuasiveness of your copy, assisting you in converting more sales through email. All you have to do is supply writers with the links to include and inform them of the purpose of each email they write.
4. Ensure the Professional Appearance of Your Emails
Have you ever wondered how those stunning images from advertisements you have seen in your email were created? Along with a competent writer, you will want to hire a graphic designer who can create the most excellent email newsletters. Visuals are critical in email marketing, particularly for e-commerce firms, since they can make emails seem genuinely shoppable.
Some freelancers on Fiverr can create custom-branded email templates. Your team can reuse them to generate more exciting emails that increase conversions. Additionally, collaborate with email writers who use media such as GIFs and photos in email text to improve the readability of emails.
Check out: How To Know If Outsourcing Email Marketing Is Right For You
3 Types of Email Marketing?
Nowadays, most company owners employ email marketing campaigns to offer a variety of services and goods, ranging from childcare to mobile phones and beyond. Below are the three most common types of email marketing campaigns.
1. Promotional Emails – This is the most common marketing email to make an offer to your email list. The offer may take the form of promotional material, a white paper or webinar, a brand statement, or the launch of a new product.
2. Relational Emails – These emails provide value to your customers by offering them free material and information, such as subscriber welcome emails, newsletters, blog posts, surveys, and social media updates. Although relationship emails do not make an offer or outright promote a product or service, their purpose is to foster connections with customers by providing value upfront.
When an email subscriber receives a piece of high-quality content in your e-newsletter, for example, they are participating in a more meaningful relationship with your business.
3. Transactional emails – These emails are delivered in response to a customer activity with your business. They often contain order confirmations, receipts, promotional codes, delivery alerts, and password reminders, among other things.
This form of email is sometimes ignored as a way to introduce clients to the voice behind your brand and the experience of doing business with you. Do you keep your promises? Are you considerate of your customer’s wishes?
Your email list’s prospects and customers are watching how you do business, and transactional emails play a significant role.
Pros and Cons of Running Your Email Marketing In-house
We will break down the pros and cons of running your email marketing strategies in-house.
Pros
The Possibility Of Brand Storytelling
Email marketing is ideal for brand storytelling because you can modify emails to reflect your brand and reach a large audience if you have an extensive email list.
Establishes Rapport With Clients
As with any sort of mail, email marketing assists in the development of connections. You can contact customers, and they may rely on you to keep them informed about brand upgrades and new goods and services.
Contributes to Increased Product Sales
If customers purchase your product and then get an email promoting a comparable product, the likelihood of buying that product is much greater than if they never got an email about the product. Email marketing is directed towards increasing product sales and is very successful when done right. If you are a B2B company, the key to selling items is establishing relationships with brands.
Cons
Spam
Being flagged as spam is readily remedied. But sometimes, it requires the proper knowledge and tools to fix issues with spammy messages. Your in-house team might be able to execute your marketing efforts correctly, but they may encounter problems with being flagged as spam if not careful.
Contacting the Incorrect Audience
Frequently, consumers are concerned that their emails are being sent to the incorrect audience due to their lack of results. Fortunately, there is a simple solution for this. Encourage folks to subscribe to your email list! This demonstrates that they are receptive to your message and will read and engage with your emails.
Precautions Must Be Taken Throughout The Making Process
Is this a genuine con? Running a company is an admirable endeavor. Email marketing is a necessary component of company growth, and as such, it will demand time and thinking. The additional difficulty of email marketing is crafting captivating emails that avoid seeming robotic while capturing your reader’s attention.
Pros and Cons of Outsourcing Email Marketing?
Pros of Outsourced Email Marketing
To begin, let us examine some of the primary advantages of outsourcing email marketing:
It’s Cost-Effective
Establishing an in-house marketing team can be quite costly for small businesses, particularly if you factor in hiring, training, benefits, and infrastructure cost. Outsource email marketing offers reduce costs as you only have to pay for the campaign execution or the number of leads. The outsourcing provider handles all other skills-related costs.
It Is a Breeze To Create, Launch, and Test
You can experiment with email marketing without investing much time or money. Since your provider handles everything from planning to execution and other resources, you can focus on the campaign itself, follow the performance, and change the test if the first campaign is not performing. This can be a lifesaver for small businesses. No specific education or skills are required, either.
It Streamlines the Sales Process and Enhances Client Service
Outsource email marketing campaigns can be
Save considerable time by eliminating the need for a complete team of specialists.
Improve client service. A sequence of automated emails informing customers of the state of an ordered item can work wonders for a company’s reputation.
Increase the rate of client retention. Create a welcome email series or establish a post-purchase notification sequence.
It is Simple to Follow
Marketing is a science that feeds on data and strategy. Another point to add to the list of email marketing’s advantages and disadvantages is how simple it is to determine if your efforts are successful or if you took a wrong turn at some point.
In most cases, you may track the following fundamental KPIs in email marketing:
- Unsubscribe rate
- Delivery rate
- Open rate
Add to it some other metrics such as complaint rate and sophisticated features such as data on subscribers’ devices, location, and opens and clicks over time. You may combine it with Google Analytics to get more relevant data.
Cons of Email Marketing
It is time to evaluate email marketing’s drawbacks and how to resolve them.
Spam Filters and Bad Reputation
One of the objectives of an email service provider such as Gmail is to offer a high-quality service that adheres to tight, practical standards.
Individuals have varying definitions of spam, even if they previously consented to receive emails from you. Any business email, according to some, is considered garbage. Some will label your emails as spam if they believe you are often emailing them.
Others forget to opt-out “properly” by clicking the unsubscribe button. Consequently, even if your email campaign is entirely legitimate, you may have difficulties contacting your customers and partners.
The solution: Adhere to best practices and improve the content of your emails to reduce the likelihood of them being dumped in the “incorrect” Gmail folder:
- Regularly purge your lists.
- Prominently display the “Unsubscribe” link.
The Importance of Having a Strong Mailing List
Needless to say, you cannot immediately begin your campaign as you would with social media advertisements. In the case of email marketing, you must first build an official client list. The days of purchasing a list are long gone. Although you might find a way to buy a list, it would be unlawful.
Why worry about being labeled a spammer if you can do everything correctly and avoid that problem? It is challenging to have a high conversion rate when you send to individuals who are not interested in you. The average conversion rate for “respectable” emails is about 15%, but spam conversion rates will be much, much lower.
The solution: Develop a list of clients interested in your products and services who are likely to interact with you.
Some robust methods can increase the size of your list:
- On your website, include signup forms in pop-ups or embedded forms. Typically, you will find them in sidebars, footers, and blog pages.
- Social media: registration forms on Facebook, freebies, YouTube cards, and Facebook Lead Ads, to name a few.
- Provide something worthwhile, such as lead magnets, discounts, loyalty programs, and access to essential material.
- Alternative methods include challenges, quizzes, and surveys.
Difficulty Getting Attention
Email marketing is the second most prevalent kind of digital marketing. With all of email marketing’s advantages, you need to be prepared to compete with other players for a piece of your customers’ attention. To increase subscriber engagement, you must design a plan outlining the look and feel of your messaging.
The solution: Use great content and design to keep your communications relevant to your readers, whether partners or customers.
Good quality content entails developing relevant, engaging messages, personalizing, focusing, condensing them, and quantifying their worth through segmentation and strategy.
Final Thoughts
As with every marketing medium, email marketing has certain distinct advantages and disadvantages that you should be aware of before launching your first email campaign. The point is that email marketing continues to be a critical component of a well-structured digital marketing strategy.
