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Suzanne Carawan

By: Suzanne Carawan on September 6th, 2016

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Get the Baby, Skip the Labor in Email Marketing

Email Marketing

mailto:demo@example.com?Subject=HighRoad Solutions - interesting article

 

Super Cute Babies Who Won't Want to Grow Up to Be Email Marketers

Soooo cute, right? We all know the phrase "get the baby, skip the labor" as a way to explain that we want to produce great results with minimal effort. While we all inherently get this and have been looking to utilize technology for years to get to the baby, we somehow skipped this lesson when it came to email marketing. Maybe we are all suckers for punishment or think that we get extra points for grinding out email after email using manual means such as cut and paste, or maybe email is so old to us that we didn't know there could be another way.

It's time that we are born again into email.

First of all, look back at those babies. Do you think either of them want to grow up to be an email marketer? What about an association professional? With those smiles and ability to focus? They look like they're already ready to work in membership or events! These babies were born in 2016--what year(s) were your staff born who you expect to manually create email? What about the birth year of the people who are directing us to keep sending email, or are in charge of searching for new marketing tools? 

The point being is that a lot has changed and we're in a different email generation that's critical for us to understand. Not only do different aged people view and consume email differently, but the technology has advanced so much that manually cutting and pasting email together and sending to a list is archaic. No one makes ice cream by hand anymore, nor do we boil water to wash our clothes in a hand-cranked washing machine. Goodness-we don't even swipe our credit cards anymore--we've all gone to chip!

The need to disrupt the association industry has always been technology-driven, but what's happened in email marketing is that everyone is now pushing marketing automation as a seeming replacement. It's critical that associations understand the difference between email marketing, email automation and marketing automation so that they don't overspend and get into software that they're not going to utilize and/or don't have the know how to utilize.

It's time to look strategically at your email portfolio and understand how to break it up onto various tools that will get you the results at the lowest cost per contact. I close to guarantee you that if you look at your email portfolio as we do at HighRoad from a strategic marketing viewpoint, you are not going to find the solution in one platform. 

This idea of rethinking your email portion of your marketing technology stack is a super hot topic with our clients right now and we spend a lot of time re-working their email programs to get the most value for their dollar. If you're new to the topic and want to understand how you can assess your own portfolio, consider joining us September 21st for our marketing automation workshop that reviews this concept and cost-effective approach. The event is free and worth 3 CAE credits (plus a free lunch if you're in DC!). 

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