Signs it's Time to Revamp Your Marketing Technology

You may start feeling frustrated without knowing exactly why, but eventually, a competitor's successful campaign will make it clear that it's time for a change in marketing platforms.

If you feel like you're lagging behind others because of technical, knowledge, or support limitations, it might be time for an upgrade.

Another sign to watch for is if you're stuck in the same strategies year after year. This could indicate a problem with your technology or a need for fresh ideas and guidance from your tech partner.

How personal is your engagement with email marketing?

Engagement with email marketing can be a valuable indicator of customer satisfaction and loyalty. If you notice a decline in open rates, clicks, subscriber numbers, or new sign-ups, it could be a sign that there is a gap in your tech or strategy.

Personalisation is crucial for engaging with marketing messages, and not doing it well can be a big problem. According to Marigold's recent European Consumer Trends Index report, 50% of consumers have felt frustrated by irrelevant content or offers in the past 6 months. Additionally, 78% of consumers stated they are more likely to engage with personalised emails that cater to their interests.

Marketers have a great chance to impress most consumers by customising messages to their needs. However, it's important to be cautious because more than half of consumers will be annoyed if you send generic messages or if your personalisation attempts miss the mark.

When evaluating the capabilities of their tech stack, marketing teams should begin by outlining key customer scenarios. They can then test their current or potential supplier to ensure they can meet these needs. This may involve collaborating with customer support teams from their current supplier or engaging with the pre-sales team of a new supplier.

If unsure about which scenarios are relevant to their brand and customers, marketing teams can rely on their tech partner for guidance. The partner can provide a 'crawl, walk, run' model of digital maturity, outlining the stages of transformation and the key areas to focus on at each stage.

Integrating data and technology

When it comes to personalization, marketers need to be mindful of various compliance issues. However, by prioritizing respect for customers and focusing on consent-based marketing, they can ensure that they are meeting or exceeding regulatory requirements. Setting high standards is crucial for achieving the level of engagement and loyalty that is essential for the success of modern businesses.

Even when marketers have good intentions to adopt a new platform, aligning data for personalization and better email marketing can still be challenging. You may have a powerful execution engine and a lot of customer data, but connecting the two is crucial.

A great partner should be able to create a proof of concept with the necessary technologies for integration. As long as the marketing team can clearly communicate their needs and give the provider some time, the partner should be able to deliver. Marketers should not hesitate to ask for proof of the partner's capabilities.

Support that delivers

When selecting or reviewing a supplier, it's important to go beyond just providing a list of data fields or campaigns. Sharing your strategic goals with them will enable them to create a more comprehensive and future-proofed understanding of the data you require and where you will need it.

Having good customer support is crucial when implementing new technology, especially in email marketing campaigns. This is because there are numerous technical components involved, such as data systems, HTML rendering, queuing systems, and segmentation, all of which interact with the unique preferences of recipients. With so many potential points of failure in every email campaign, it is essential to have a team readily available to address and resolve any issues that may arise.

Another significant risk factor in email marketing is the scale of the audience. It is common for email campaigns to reach tens of thousands or even millions of recipients. This means that any errors that occur can impact a large number of people. In such situations, having a prompt and effective response is crucial to minimize the impact and get the campaign back on track.

When considering renewing or switching providers, it's important to ask a lot of 'what if?' questions. What if a campaign fails due to a technical issue? What if a team member leaves and takes their platform knowledge with them? What if we encounter a problem we can't solve on our own? Don't hesitate to ask these questions to the provider's customer success or sales team, and remember that reliable suppliers will have answers ready.

Marketers have a lot to juggle, and it's not realistic to handle every aspect of a technology platform on your own. Look for a partner who can provide assurances and real people you can communicate with during both the sales process and ongoing support. If a provider doesn't offer these features, it could be a red flag that they don't prioritize customer support or lack the necessary expertise.

Convincing the CMO

When you have chosen your preferred partner and completed all necessary research, the next step is to ensure that the platform has a roadmap to support your future growth. This is a great way to start a discussion with the CMO about minimizing any risks associated with a switch or upgrade. However, the key focus of the business case for investment should be on the tangible benefits that the new platform can provide in both the short and medium term.

Improving marketing metrics goes beyond just adopting new technology. A good partner should be able to provide estimates of potential uplift, supported by credible case studies. By understanding how customer engagement, churn rates, click-throughs, conversion rates, and abandoned carts can be positively impacted, a strong case can be made for investment.

With this knowledge, teams can effectively persuade their CMO to allocate budget for a new or upgraded platform. Successful relationships begin with open and honest conversations, laying the foundation for long-term success.

Tips for improving your messaging effectiveness

In order to achieve the best results, it is crucial to have a strong strategy in place, regardless of the technology being used. Marigold has created a guide that covers the five stages of the customer lifecycle in email marketing, offering insights from both the marketer's and customer's perspectives.

1. The first step is acquisition - this involves getting an email through a newsletter sign up, poll, or form, along with the informed consent to stay in touch.

2. Next comes conversion - sending a great welcome email that positions the company as a helpful and trustworthy supplier can help in making the initial sale.

3. Don't forget about the next sales stage! It's important to keep reminding your customers that you are a great supplier to keep them engaged.

4. Retaining customers is key. Consider enrolling them in a loyalty program or subscription package to keep them coming back. You can also explore other product lines that might interest them.

Reconnecting with customers who have stopped engaging with your business is important for maintaining a good relationship. It can also lead to potential sales in the future. Download the full guide for more helpful tips.

By Ben Burns, senior product marketing manager, Marigold

Editor's P/S:

The article highlights the importance of evaluating your marketing platform and considering an upgrade if you're facing challenges or limitations. It emphasizes the need for personalization, engagement, and data integration to improve customer satisfaction and loyalty. Marketers are encouraged to collaborate with their tech partners to identify key customer scenarios and ensure the platform meets their needs. The article also stresses the significance of good customer support, especially in email marketing, where technical issues can impact a large audience.

To persuade the CMO for investment, marketers should focus on tangible benefits such as improved marketing metrics, potential uplift, and case studies. The article provides a guide to the five stages of the customer lifecycle in email marketing, offering insights and tips for improving messaging effectiveness. By adopting a strategic approach and considering the factors discussed in the article, marketers can enhance their email marketing campaigns and drive better results.