Ever since the pandemic hit, every business has discovered the “magic” of email marketing. Stores are promoting online shopping options, restaurants are pushing daily online delivery deals, and trainers are promoting online courses and workshops.
With all this noise, it’s harder than ever to stand out. That’s why you need to do more than just email marketing yourself. Hiring an email marketing agency can transform your campaigns, ensuring your emails get noticed and make an impact.
Explore how professional email marketing pros can save your email campaigns from DIY failures.
DIY email marketing is a cost-effective and manageable option, especially for small businesses with tight budgets. The initial savings and sense of control can be appealing. However, there are several common pitfalls when you decide to go solo with your email marketing efforts.
Email marketing is a surprisingly technical field with many intricacies requiring specialization.
From crafting engaging email copy to designing professional email templates to navigating the technical aspects of email marketing platforms, the expertise needed goes beyond a basic understanding. This is why 35% of companies have an email design specialist, whether in-house or externally.
Without someone understanding the specific needs of emails, your emails might lack the polish and persuasion needed to resonate with your audience honestly.
From list building and segmentation to content creation and A/B testing, DIY email marketing can be a significant time commitment. It devours your already limited hours, which could be better spent focusing on your core business tasks like product development, customer service, or strategic planning.
Inconsistent Results Consistent email marketing success can only be achieved with a data-driven approach and ongoing optimization. Your DIY efforts might yield occasional bursts of engagement, but continuous refinement is necessary to maintain momentum and build or have a reliable email marketing agency or channel.
Challenges In Staying Current The ever-evolving world of email marketing offers new tools and strategies all the time. But, with access to the expertise and resources of a professional agency, you might benefit from cutting-edge tactics and automation solutions that can dramatically improve your email marketing ROI.
Signs Your Email Marketing Needs Professional Help Tracking your email campaign results is critical to understanding what works and improving your outcomes. But, when starting independently, it can be challenging to gauge how well your DIY email marketing performs.
However, even with in-depth analysis, clear red flags indicate your DIY email marketing might need help. An email marketing agency’s expertise could make a big difference if your email campaigns could be performing better.
1. Low Open and Click-Through Rates If your emails consistently have low open and click-through rates, it’s a clear sign that your content isn’t resonating with your audience. Professional email marketers excel at crafting compelling subject lines and engaging content that encourages recipients to open and interact with your emails.
If you’re new to email marketing, knowing what qualifies as an excellent open or click-through rate can be difficult. You must compare your metrics with industry averages to gauge your performance. Check out average email marketing metrics for different industries to see how you stack up.
Image Source: Moonsend.com
2. High Unsubscribe Rates Are you seeing a lot of unsubscribes? That’s a clear sign your audience isn’t connecting with your emails. According to the latest Mailjet report, people mainly unsubscribe because they get too many emails, lose interest in the offerings, or find the content irrelevant.
Image Source: Mailjet.com
It’s normal for most industries to have unsubscribe rates around 1-2%, and some level of unsubscribes is even healthy.
However, if your unsubscribe rate is much higher than your industry’s average, it’s a red flag that your emails need to be better. In that case, it’s time to consider a fresh perspective and the targeted approach an email marketing agency can provide.
3. Stagnant Email List If your email list isn’t growing, it’s a clear sign that your DIY email marketing might not be hitting the mark, and you could use professional help. According to Marketing Sherpa , email databases shrink by an average of 22.5% annually, and B2B lists decline by a whopping 2.1% monthly! If your subscriber base isn’t expanding, your reach stays limited.
A good email marketing agency can revitalize your plateauing email list. They’ll create valuable lead magnets, launch targeted campaigns, and capture email addresses at different touchpoints.
Their expertise can help your list grow steadily, keeping your audience engaged and your reach expanding.
4. Poor Conversion Rates Conversion rates show the percentage of your mailing list that performs a desired action, making them essential for measuring your return on investment (ROI). If your open rate is low, you might need to tweak your timing or subject line. But if your conversion rate is low, it’s time to rethink your entire email campaign.
The average email campaign conversion rate across all industries is 0.09%, with top performers hitting 0.47%. For automated email flows, the average open rate is 1.71%, with the best performers reaching up to 5.71%.
Your efforts are spinning your wheels if your emails generate little to no action.
A professional email marketing agency can analyze your email performance, pinpoint what’s holding back conversions, and implement data-driven strategies to optimize your campaigns.
How an Email Marketing Agency Can Transform Your Campaigns Image Source: Canva Pro
Teaming with specialists and getting advice from expert advisors in your email marketing campaigns will move you closer to your goals. It’s far more efficient than trying to figure it out solo. Here’s why-
Expert Strategy Development Creating a winning email marketing strategy requires expertise and precision, and that’s where a full-service email marketing agency shines.
Agencies bring a data-driven approach and a broader client experience to email marketing strategy. They don’t rely on generic tactics; they tailor campaigns to your unique business goals and customer personas. This ensures your emails resonate with your audience, driving engagement and conversions.
With their comprehensive approach, you can trust that every aspect of your email marketing – from design to deliverability and analytics – is in capable hands.
Advanced Tools and Technologies An email marketing agency has access to the latest tools and platforms, which make crafting, sending, and tracking emails easy.
With features like automation, A/B testing, and detailed analytics, these tools help agencies fine-tune their campaigns for maximum impact. They ensure your emails are personalized, targeted, and trackable.
Email Deliverability Email marketing agencies possess the knowledge and tools to navigate ever-evolving email deliverability rates. They understand the technical aspects that influence where your emails land, and they’ll implement best practices to ensure they reach inboxes, not spam folders.
Beyond crafting compelling content, agencies understand the importance of proper email configuration to maximize deliverability rates. They’ll take care of technical details like sender reputation management and authentication protocols, ensuring your message gets seen by the right people.
As your email marketing efforts grow, multiple team members might be involved in sending campaigns. Maintaining consistent practices can take time and effort. An agency ensures a unified approach to email sending, safeguarding your sender reputation and maximizing inbox placement for all your campaigns.
Unleash The Power of Database Building a high-quality email list is essential, but it’s only the first step. An email marketing agency can transform your campaigns by extracting maximum value from your data.
They leverage subscriber information, from form fields to past behavior, to segment your audience into targeted groups. This lets you craft targeted campaigns and dynamic content that resonate with specific interests and needs, boosting engagement and clicks.
Data-Driven Optimization Measuring is not the most exciting task, and it often gets pushed to the back burner when no one is available to decipher the reports.
An email marketing agency takes the tedious data analysis off your plate. They clearly picture your campaign performance and translate that data into actionable insights.
Resource Efficiency Ever feel like you’re stretched too thin? Outsourcing your email marketing to an agency allows your internal resources to focus on core business tasks rather than researching and executing email strategies.
Their experts can train your team, empowering them to handle email marketing tasks more efficiently in the future.
Moreover, having a dedicated email marketing agency means they’re laser-focused on delivering results. With no distractions from other tasks, you can trust that every effort is geared towards maximizing profitability and achieving your business goals.
Finding the Right Fit for Your Business In the ongoing debate about DIY versus employing an email marketing agency, weighing the pros and cons to determine what’s best for your business is essential.
On one hand, DIY offers control and potential cost savings, but it also requires significant time and effort to develop expertise and maintain consistency.
Conversely, employing an agency provides access to expert knowledge, advanced tools, and efficient resource allocation, but it requires a financial investment.
Ultimately, the decision boils down to your business needs. Consider factors like the level of control required, internal capabilities, cost implications, and organizational culture.
It’s not necessarily an “us versus them” situation. The ideal approach would be a hybrid solution, where an agency sets up plans and processes while training internal staff.
As you ponder the best path forward, remember that your business’s questions should guide your decision-making process. Whether you opt for DIY, employ an agency, or explore a hybrid model, the goal remains the same: achieving your email marketing objectives and driving business growth.
So, embrace the debate, explore your options, and chart a course that aligns with your business goals. After all, the journey to email marketing success is as unique as your business itself.
