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Email Marketing by the Numbers: How to Use the World’s Greatest Marketing Tool to Take Any Organization to the Next Level by Ali Sales, Chris Baggott

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What Does All of This Have to Do with Email Marketing?

Everything. The reality is that (most) marketers are good people. We want to do the right thing. We would like nothing more than great relationships with all of our constituents. So what keeps us from getting there? Obstacles that include processes, time, money, and people. Traditionally, we’ve been forced to spend so much time and energy overcoming obstacles in order to execute, we have no time to take a step back, evaluate, and adjust. Even the simplest campaigns and activities require lots of setup, legwork, and manual steps that get in the way of the idea itself. How many times have you found yourself starting down one path and adjusting due to constraints (i.e., we aren’t setup to handle that, we can’t track that, it’s going to take too much time)? Often what you’re left with is a fraction of the initial idea or campaign.

This execution problem especially relates to technology. You have the data captured in your customer relationship management (CRM) system. You have an intelligent marketing team that can develop the insight and the strategy needed to drive better relationships. You have the technology needed to execute the campaign. But wait . . . the tools are too difficult to use. In fact, so difficult to use—the opposite of user friendly—you’re unable to leverage your data and your strategy.

I have great news for you. When it comes to email marketing tools, the most important element is ease of use. If you can get ...

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