The main barrier to email integration: disconnected systems


Email marketing barriersAccording to the latest Email Marketing Industry Census by Econsultancy, the main barriers to an integrated email marketing approach are disconnected systems and technologies, with a whopping 46% of responding companies.

Other barriers (each with 15%) are a lack of skills and training; and organizational culture our guest blogger, who looked at the report, writes.

According to an Econsultancy blog post, covering some key takeaways from the report, best practices including segmentation and testing improve ROI.

Having integrated email activity with other business functions, such as CRM, web analytics and sales data results in considerable growth as well, Econsultancy says. Integration with mobile and social also is a challenge, as is the use of triggers.

The problem with traditional email marketing solutions

The missed opportunities regarding integration, especially on the level of customer-centric interactions and a single customer view across channels, are significant.

Traditional email marketing solutions offer APIs to integrate with other systems, but it seems this is easier said than done.

Deploying an integrated and cross-channel marketing solution, such as Selligent Interactive Marketing, enables marketers to avoid the integration headaches since mobile, social, customer data and many other integrations are available within the same environment.

On top of that, email marketing solutions most of the time have a pricing model that is based upon the number of emails, in contrast to Selligent Interactive Marketing, which has a model based upon the number of contacts, cross-channel marketing features included.

This results in considerable cost savings regarding deployment, resources, messages and more.

Since segmentation, integration, personalization, the use of triggers, and testing clearly contribute to a higher ROI according to the report, and all these features exist within the environment of our solutions, this provides a significant advantage over traditional email marketing providers.

Do you want to know how we can get the ROI of your interactive marketing up with a cross-channel and customer-centric digital marketing approach?

Contact us or request a demo so you can discover how you can improve ROI and efficiency as well.

Read more about Selligent Interactive Marketing here.

Do you want to engage the cross-channel consumer?

Today’s customer is cross-channel and he/she is at the centre of sales and marketing.

Communication channels depend on the consumer and marketing is about engaging the cross-channel customer and prospect throughout integrated dialogs that are driven by his/her buying journey, preferences, triggers, signals and behavior.

Discover why your business should move to an integrated marketing approach step by step and how.

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