We all love new toys, gadgets, gizmos and a shiny new bit of functionality. As a consumer or a digital marketer we are inundated with options. In the case of email, between the industry resources available and your email service provider (ESP) upgrading with the latest features and functionality, there is always a new wonder tool which will revolutionise how you manage your email.
Enter the man with the hammer analogy.
Multi language CMS linked to your product catalogue with stock updates, content allocation and dynamic content variations based on a blend of transactional, browse and email engagement. Sounds awesome right? Yes it does, and so it is, but is it necessary for the welcome message of a small charity? What value do these things add to your message and to your prospects or customers? Now more than ever we need to ensure that we are applying the right tools to the job, based on its own individual merits and not just swinging the proverbial hammer at everything. For every company, the brand and message type we need to be considering is:
What is the ultimate objective of the message? What value does it add for the recipient? For you, your company and your bottom line? How time critical is the message? Where is the content coming from? Does the message structure vary drastically day to day, week to week? What level of segmentation or dynamic content is relevant? How does this fit within the greater customer or recipient lifecycle? What levels of automation are relevant?
It is only once we start this line of questioning for every message type that we can be in a position to apply the most efficient processes and technology to the job rather than smash away at it with our favourite tools. We have a Swiss Army knife not a hammer and although it will take a bit more thought and planning at the start, making sure you are twisting out the best shiny little tools for the job in hand will help you to deliver more for less.
Interesanta ideea