Email marketing outsourcing drive big results

Local companies that wanting the best results from their email marketing campaigns should strongly consider outsourcing delivery, list management and other technical aspects of their campaigns to specialist service providers, says Richard Mullins, director at digital marketing service provider, Acceleration.

Mullins says outsourcing of e-mail campaign management allows companies to retain their focus on the strategic and creative aspects of their campaigns, while taking advantage of the technical expertise and economies of scale that the service provider can offer.

"E-mail service providers can help marketers steer their way through email marketing strategy, access industry best practices, deliver messages reliably, track and analyse the results of their campaigns, and optimise their effectiveness over time.

"Technology investment and access to skills are the two major barriers to running email campaigns in-house," says Mullins. An effective email marketing team will comprise a range of experts including programmers, list hygienists, database experts, strategy managers, and reporting analysts.

"Building a team of this size to manage email is simply not cost-effective for most organisations. Digital marketing technologies, meanwhile can place enormous strain on internal bandwidth, hardware resources and technical skills."

"A specialist service and solutions provider in the email marketing space can offer clients a stable and secure technical platform, expertise in managing digital marketing challenges such as international privacy and anti-spam regulations, and the ability to scale up their marketing efforts without investing in new infrastructure," Mullins says.

Multi-national, integrated marketing communications agency Draftfcb (UK) enjoyed significant benefits from outsourcing email management, using Acceleration's skills during an innovative marketing campaign for Cadillac.

The strategy relied on a personalised email component that would require the agency to understand and make full use of Epsilon's DREAMmail technology. As e-mail technology isn't Draftfcb's core business, the resource requirements for the campaign would have distracted employees from other client projects and affected the agency's bottom line.

Acceleration supplied advanced expertise and technology insight for the campaign, ensuring that the campaign was managed in a seamless way and helping Draftfcb to improve efficiency and effectiveness. Cadillac's campaign was managed with high precision and included advanced customisation and dynamic content that drove results as well as personalised reports that highlighted key client metrics and enhanced the agency-client relationship.

"Acceleration's comprehensive engagement ensured that our campaign ran better, as well as generating greater results for our client and our agency," says Iain Noakes, managing partner at Draftfcb in the UK.

"Outsourcing the entire technology side of e-mail marketing is an attractive option for many companies since it allows them to focus on the strategic side of marketing without the complexities and costs of managing the technology," says Mullins. "The benefits of outsourcing in this environment are hard to ignore, considering the growing complexities of email delivery, spam legislation and technology that marketers face today."

For more information, visit www.acceleration.biz