Marketers are feeling the pain, especially with regards to their email programs. According to a new report from The Aberdeen Group, 50% of marketers are feeling an increase in competitive pressure and 52% report a lack of resources. The squeeze is on.

How are you compensating for a lack of resources?

Leaders Lead the Way

Yet, the same study reports that best-in-class marketers are overcoming these challenges by working smarter to raise productivity and leveraging technology that allows them to multitask. They’re relying on their email service software to provide them with data and automation so that they can get their jobs done more effectively and efficiently. Looking a little closer:

• 22%  use predictive analytics supplied by software
• 23%  use dynamic message assembly
• 28%  use a rules-based email engine

How are you using data and automation in your campaigns ?

The Same But Not Equal

Email service providers (ESPs) appear to be vital resources for best-in-class marketers who wish to stay above water in a complex and congested landscape. It’s important to choose the right ESP; a complicated application can create more organizational chaos, adding to workload. When determining a provider, consider the flexibility of the interface, how simplified its filtering is, and whether or not it has mobile connectivity capability and “listening tools.” These features will empower your programs, as well as save you time and ultimately, impact revenue.

What kind of design features would make it easier for you to
engage with your customers ?

More than Just Good Looks

As marketers we all know we measure once then measure twice. To remain competitive, we have to keep demonstrating that our investments garner returns. Some underestimate the impact of good design — in the ESP interface and in your creative — on ROI. Applications and tools with intuitive design saves time spent figuring out how to execute programs within the software. Optimizing design in your creative through consistent testing can improve key performance indicators. What’s more, good design in your creative reinforces and raises awareness of your brand.

Think Broadly

The integration of technology and marketing has introduced a world of possibility yet how can marketers stay focused? Value-based marketing, tying strategies to KPIs and supporting what really matters, can help marketing departments understand goals and stay on track. Then, to increase ROI further, match marketing’s revenue goals to corporate goals. That’ll help ease ROI storytelling to the entire organization, especially the C-suite.

Our global marketing team at Lyris are focused on delivery ROI
in everything we do. We know you are too.

How are you measuring ROI on your email marketing campaigns?

Want more insight?
Watch the webinar and download Marketing Business Series,  Issue I: Build Email Marketing Momentum: Optimizing Productivity, Design and ROI.

Build Email Marketing Momentum — Optimizing Productivity, Design and ROI Watch the Webinar » Download the Guide »

About the Author

Tina Stewart (@socialTIS) is Senior VP Of Marketing at Lyris.