Making the Change from Email Marketing -> Marketing Automation

It’s easy to get excited about the range of functionality new software can provide, however with a Change Management hat on there are other considerations. I discovered one of those considerations today.

During a recent on-boarding meeting  with a new customer, we came to the point of discussing “email groups” which equates to the Preference Management Centre within Eloqua.

Eloqua customers have the ability to present their contacts with options when they click on unsubscribe e.g. instead of a “global unsubscribe” you can provide them with options. The options may be to unsubscribe from “Event Invitations”, “Newsletters”, “Product Updates” etc. This way the contact has control over the types of information they’d like to receive from you.

Customer_Male_Dark 128x128pxlConsider the Human Element

As I talked about the Eloqua Preference Management Centre with this new customer , it became clear that while they understood the mechanics of process, they saw staff education as the bigger hurdle. Their current email marketing platform only provides a single unsubscribe option – global unsubscribe.

Specific training for their end users would need to cover the benefits of the Eloqua Preference Centre and why emails need to be assigned to groups. However it went further than that. There would need to be a change in the way content is delivered via email. In the past, Marketing would prepare a single outbound email which might contain event details, product updates and all go out as a “newsletter”.

Magnifying Glass Icon 128x128pxlSmarter Segmentation

To avoid global unsubscribes, changes need to be made in the way this customer communicates with their contacts. Instead of a single outbound email to the entire database, a more carefully segmented list based on a contact’s digital body language, can help reduce email fatigue on behalf of their contacts and eventually deliver more relevant emails to contacts.

 

directions Icon 128x128pxlManage for Change & Success

In order to avoid global unsubscribes, changes need to be made in the way this customer communicates with their contacts. Instead of a single outbound email to your entire database, a more carefully segmented list based on a contact’s digital body language, can help you improve open rates and click-through results.

 

Make Time to Rethink Organisation Processes

When any new software is installed, the one element often missed is the change management component. The scenario above is just one example where a review of business processes is needed to ensure you’re taking the greatest advantage of your new Marketing Automation platform.