{"id":2256,"date":"2020-12-17T07:10:46","date_gmt":"2020-12-17T07:10:46","guid":{"rendered":"https:\/\/www.spanglobalservices.com\/blog\/?p=2256"},"modified":"2024-02-21T07:26:14","modified_gmt":"2024-02-21T07:26:14","slug":"email-marketing-campaign-challenges","status":"publish","type":"post","link":"https:\/\/www.spanglobalservices.com\/blog\/email-marketing-campaign-challenges\/","title":{"rendered":"The Challenges of Email Marketing Campaign"},"content":{"rendered":"<p>Online marketing still depends hugely on the success of the email marketing campaigns. Even with social media avenues and all other channels, email still reigns supreme when it comes to B2B marketing. But the dynamic nature of the online marketing makes the environment challenging. With changing expectations of the clients and evolving standards of marketing, there is an utmost need of evaluating the challenges to be faced by the email campaigns in 2018. Below we mention some of the prime ones.<\/p>\n<h2>Confronting Complexity: : Navigating 8 Challenges in Email Marketing<\/h2>\n<h3><strong>1. DIFFERENT DEPARTMENTS, DIFFERENT APPROACHES<\/strong><\/h3>\n<h4><strong>Criteria \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0 <\/strong><\/h4>\n<ul>\n<li>There is a constant lack of coordination between department and channels.<\/li>\n<li>Companies these days needs to be omni channel.<\/li>\n<li>All departments and channels need to project the same perspective and services.<\/li>\n<li>Information through all channels should be uniform and synchronized.<\/li>\n<li>Brand image is to be maintained through all channels.<\/li>\n<li>Customer interactions with the brand should be the same even outside the email.<\/li>\n<li>Services and apps should work efficiently.<\/li>\n<li>Integrating Marketing communications is essential.<\/li>\n<\/ul>\n<h4><strong>The Working Plan <\/strong><\/h4>\n<p>A tactical coordination between the functional efforts has to be established. All the policies and the practices have to come in sync and go in the same direction. It will lead to financial and tactical integration, implementation of information technology and refinement of marketing scope.<\/p>\n<p>The ultimate result will be <strong>creation of an ecosystem<\/strong> which is centered on the customer. A value proposition can inculcate customer first approach to all the departments.<\/p>\n<h3><strong>2. LACK OF WORKFORCE<\/strong><\/h3>\n<h4><strong>Criteria <\/strong><\/h4>\n<ul>\n<li>There has to be a certain amount of efficient people working on the campaign.<\/li>\n<li>A well-staffed email campaign will have the required thrust.<\/li>\n<li>The more numbers of staff ensures the timely delivery of the emails to all the clients.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3116 size-full\" title=\"Lack of Work Force \" src=\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2019\/07\/LACKWORKFORCE-Span.jpg\" alt=\"Lack of Work Force \" width=\"800\" height=\"494\" \/><\/p>\n<h4><strong>The Working Plan <\/strong><\/h4>\n<p>The management has to realize the importance of quantity of the resources at your disposal.<strong> More you are investing is resourcing levels will yield you more success<\/strong>. Moreover, outside help come very handy such as <strong>ESP services<\/strong> to drive business growth. It also helps in developing new approaches for the campaign. Apart from everything else, sometimes the leadership itself creates problems and constantly changing priorities kills\u2019 time. One should always remember that in<strong> business outcome<\/strong> is always more important than the procedures.<\/p>\n<h3><strong>3. LIMITATIONS OF SERVICE PROVIDERS<\/strong><\/h3>\n<h4><strong>Criteria <\/strong><\/h4>\n<ul>\n<li>Limitations of service providers limit the capabilities of a campaign.<\/li>\n<li>Limitation include the restrictions exercised by the different channels, which not all, but majorly include:<\/li>\n<\/ul>\n<div class=\"list_table\">\n<div class=\"tab-scroll\">\n<table class=\"border-tab\" style=\"width: 647px; border-collapse: collapse; border-spacing: 0px; height: 232px;\">\n<tbody>\n<tr>\n<td class=\"tab-head\" style=\"text-align: left;\">\n<ol>\n<li>Free Gmail<\/li>\n<\/ol>\n<\/td>\n<td style=\"text-align: left;\">\u00a0 \u00a0 \u00a0 5. Rackspace<\/td>\n<\/tr>\n<tr>\n<td class=\"tab-head\">\u00a0 \u00a0 \u00a0 2. G Suite (Google Apps for Business)<\/td>\n<td>\u00a0 \u00a0 \u00a0 6. BlueHost<\/td>\n<\/tr>\n<tr>\n<td class=\"tab-head\">\u00a0 \u00a0 \u00a0 3. Office365<\/td>\n<td>\u00a0 \u00a0 \u00a0 7. DreamHost<\/td>\n<\/tr>\n<tr>\n<td class=\"tab-head\" style=\"text-align: left;\">\u00a0 \u00a0 \u00a0 4. GoDaddy<\/td>\n<td style=\"text-align: left;\">\u00a0 \u00a0 \u00a08. Yahoo! Mail Plus<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<\/div>\n<div class=\"tab-scroll\">Some limitations are exercised even for the quality and relevancy of the content.<\/div>\n<\/div>\n<div><\/div>\n<div><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3117 size-full\" title=\"Limitations from service providers\" src=\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2019\/07\/ServiceProvider-Lake.jpg\" alt=\"Limitations from service providers\" width=\"800\" height=\"494\" \/><\/div>\n<h4><strong>The Working Plan <\/strong><\/h4>\n<p>If your progress is being hindered by the ESP providers then you opt for a change. But you need to evaluate that is the transition enough beneficial considering the amount of commitment. Another aspect of concern is that how much the new ESP provider is going to serve you\u2019re specializations in business. To tackle such a problem many brands are opting to go for <strong>two or more ESP providers<\/strong>.<\/p>\n<h3><strong>4. LACK OF A PROPER STRATEGY<\/strong><\/h3>\n<h4><strong>Criteria <\/strong><\/h4>\n<ul>\n<li>A strategy should always be customer centric.<\/li>\n<li>Proper and streamlined execution of the strategy is a must.<\/li>\n<li>Rather than a seller act as a problem solver.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3118 size-full\" title=\"Lack of email marketing strategies\" src=\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2019\/07\/PROPERSTRATEGY-lake.jpg\" alt=\"Lack of email marketing strategies\" width=\"800\" height=\"494\" \/><\/p>\n<h4><strong>The Working Plan <\/strong><\/h4>\n<p>You have to make the management realize that the strategy is not working. You should prepare <strong>case studies<\/strong> which show step by step proceedings and errors are visible. Another great way of fixing the strategies is opting for <strong><span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.spanglobalservices.com\/digital-marketing\">digital marketing service providers<\/a><\/span><\/strong>. They have the almost perfect knowledge of what\u2019s working and what isn\u2019t. Their market knowledge and technical prowess can help you immensely. Moreover, with their experience,\u00a0 they know how to make a process streamlined even if it\u2019s in worst of shapes.\u00a0 They will make sure that your strategies become <strong>more customer centric.<\/strong><\/p>\n<h3><strong>5. BAD DATA<\/strong><\/h3>\n<h4><strong>Criteria <\/strong><\/h4>\n<ul>\n<li>The data needs to be verified and authenticated.<\/li>\n<li>Data hygiene should be maintained.<\/li>\n<li>Data appending should be performed once in a while.<\/li>\n<li>Utilization of AI based systems will give the edge to your campaigns.<\/li>\n<\/ul>\n<h4><strong>The Working Plan <\/strong><\/h4>\n<p>Data is an integral part of B2B business and its collection takes effort. Hence, revamping the whole datasets is not feasible and is costly. The best option is to take smaller steps as to creating a perfect system takes time.<\/p>\n<p>But you should be<strong> prepared for minor risks<\/strong> when you are healing the discrepancies of your data. Moreover every company has its own method of data collection. Thus, the best approach is to<strong> not look for custom solutions and opt for flexible and best-fit solutions.<\/strong><\/p>\n<p>Another aspect of <span style=\"text-decoration: underline;\"><strong><a href=\"https:\/\/www.spanglobalservices.com\/data-append\/data-appending\">data appending<\/a><\/strong><\/span> is to <strong>focus on the key areas<\/strong>. Some data fields are absolutely crucial while others can be avoided. One should focus on the key data fields rather than everything. One thing you should about data is that it should be<strong> more functional<\/strong> rather than being perfect.<\/p>\n<p>The change will start with educating the management and departments about the importance of data hygiene. They should realize its importance of data hygiene its foundation in machine learning and implementation of AI.<\/p>\n<p>Lastly you should take up a case that can be introduced as a pilot testing and can make all the departments aware of the pro and cons. St mutual goals for all the departments to make them realize how correct data can resource benefits for entire organizations. It will take time but will prove to be a game changer.<\/p>\n<h3><strong>6. CREATION ERRORS<\/strong><\/h3>\n<h4><strong>Criteria <\/strong><\/h4>\n<ul>\n<li>A checklist and email briefs should be created prior to the campaign.<\/li>\n<li>Using a content calendar will help a lot.<\/li>\n<li>When creating the content everyone needs to be on the same page.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3120 size-full\" title=\"Error message\" src=\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2019\/07\/Error-Span.jpg\" alt=\"Error message\" width=\"800\" height=\"494\" \/><\/p>\n<h4><strong>The Working Plan <\/strong><\/h4>\n<p>Each and every email should be briefed thoroughly before starting out the campaign. According to survey every major successful email campaign has opted for an extensive checklist. There are many tools available which can accelerate the email creation process. But such tools also have a tendency of implying strict quality controls which needs to be customized according to the requirement of an organization.<\/p>\n<h3><strong>7. GOALS NEEDS TO BE DEFINED CLEARLY<\/strong><\/h3>\n<h4><strong>Criteria <\/strong><\/h4>\n<ul>\n<li>Your goals should be crystal clear and concise.<\/li>\n<li>With right goals everyone will be targeting the content in the same direction.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3121 size-full\" title=\"Goal Needs\" src=\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2019\/07\/GoalNeeds-Span.jpg\" alt=\"Goal Needs\" width=\"800\" height=\"494\" \/><\/p>\n<h4><strong>The Working Plan <\/strong><\/h4>\n<p>Your goals should be in line of the probable outcomes. Setting unrealistic goals can cause serious loss to the organization and morals of the people. The email marketing team should<strong> make the top level managers aware of the current state the market<\/strong>. It might cause some resentment but it\u2019s essential as it will save everyone from further disappointment.<\/p>\n<h3><strong>8. METRICS<\/strong><\/h3>\n<p><strong>Criteria <\/strong><\/p>\n<ul>\n<li>Metrics provide you the clarity about the performance of the campaign.<\/li>\n<\/ul>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3119 size-full\" title=\"KPI\" src=\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2019\/07\/KPI-SPAN.jpg\" alt=\"KP\" width=\"800\" height=\"494\" \/><\/p>\n<p><strong>The Working Plan <\/strong><\/p>\n<p>The metrics you are using as the current KPI\u2019s must be reviewed. The metrics has to emphasize the discrepancies related to the campaigns. You should make sure that the metrics you use are focusing on factors such as <strong>inactivity or deliverability rates.<\/strong><\/p>\n<h3><strong>CHALLENGES ARE INTERCONNECTED <\/strong><\/h3>\n<p>When we surveyed advertisers on their email promoting difficulties, we restricted them to picking only one. Nonetheless, in talking with our industry companions, it turned out to be clear rapidly that a large number of these difficulties are interrelated, making them much more unpredictable.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter wp-image-3122 size-full\" title=\"In email marketing challenges are inter connected to each other \" src=\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2019\/07\/Challenges-Span.jpg\" alt=\"In email marketing challenges are inter connected to each other \" width=\"800\" height=\"494\" \/><\/p>\n<p>For example, poor authority can prompt poor coordination crosswise over channels and divisions. Low perceivability into email execution can prompt inadequately characterized channel objectives. Constraints of an ESP can cause poor coordination.<\/p>\n<p>While we absolutely trust you just have one noteworthy issue keeping your program down, odds are that you have different email marketing difficulties to survive. Endeavor to address the most fundamental one first, and do as such in incremental advances.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Online marketing still depends hugely on the success of the email marketing campaigns. Even with social media avenues and all [&hellip;]<\/p>\n","protected":false},"author":12,"featured_media":6283,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"default","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"set","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"ast-content-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"tablet":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""},"mobile":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center center","background-size":"auto","background-attachment":"scroll","background-type":"","background-media":"","overlay-type":"","overlay-color":"","overlay-opacity":"","overlay-gradient":""}},"footnotes":""},"categories":[2],"tags":[56,442,440,443,441,444],"class_list":["post-2256","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing","tag-b2b-marketing","tag-coordination-across-departments","tag-email-marketing-challenges","tag-omnichannel-marketing","tag-online-marketing-strategies","tag-workforce-management"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The Biggest Email Marketing Campaign Challenges<\/title>\n<meta name=\"description\" content=\"Target accounts that will convert. Increase sales through account-based email marketing. Keep campaigns free from challenges with Span Global Services.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.spanglobalservices.com\/blog\/email-marketing-campaign-challenges\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Biggest Email Marketing Campaign Challenges\" \/>\n<meta property=\"og:description\" content=\"Target accounts that will convert. Increase sales through account-based email marketing. Keep campaigns free from challenges with Span Global Services.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.spanglobalservices.com\/blog\/email-marketing-campaign-challenges\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-12-17T07:10:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-02-21T07:26:14+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2020\/12\/email-marketing-1.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"350\" \/>\n\t<meta property=\"og:image:height\" content=\"286\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Debottam Dutta\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Debottam Dutta\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.spanglobalservices.com\/blog\/email-marketing-campaign-challenges\/\",\"url\":\"https:\/\/www.spanglobalservices.com\/blog\/email-marketing-campaign-challenges\/\",\"name\":\"The Biggest Email Marketing Campaign Challenges\",\"isPartOf\":{\"@id\":\"https:\/\/www.spanglobalservices.com\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.spanglobalservices.com\/blog\/email-marketing-campaign-challenges\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.spanglobalservices.com\/blog\/email-marketing-campaign-challenges\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.spanglobalservices.com\/blog\/wp-content\/uploads\/2020\/12\/email-marketing-1.jpg\",\"datePublished\":\"2020-12-17T07:10:46+00:00\",\"dateModified\":\"2024-02-21T07:26:14+00:00\",\"author\":{\"@id\":\"https:\/\/www.spanglobalservices.com\/blog\/#\/schema\/person\/b8180c64fb99e143a6c6eb65fc65cf2f\"},\"description\":\"Target accounts that will convert. 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