Recalibrating Your Digital Messaging Infrastructure, Part 1
Successful message deployment is the bread and butter of any marketing program. Unfortunately, legacy systems and processes prevent many email marketers from keeping pace with the ever-changing digital messaging landscape.
Many email deployment systems that offered decent performance at a reasonable price a few years ago simply aren’t powerful or flexible enough to respond to the demands placed on them today. They can’t compare to the top commercial messaging platforms based on next generation technologies.
Furthermore, the slow throughput, poor deliverability and high maintenance costs associated with such systems add to the return on investment woes of email marketers. They can degrade your results and reputation, ultimately stalling a program’s growth, draining budgets and fomenting customer churn. More problematic still is that aging infrastructures prevent marketers from competing in a communications environment that’s increasingly fractured across multiple channels.
Multiple channels, multiple choices
Today’s consumers have multiple choices through which to receive communications, including email, SMS text, instant messaging and social media. This proliferation of choices is boosting their desire to access and read messages right now. Instant gratification in real time.
As the velocity of messages and variety of choices increase, customers’ attention spans shrink — as does their patience to view and digest marketing messages. This translates into an ever-narrowing window of opportunity for marketers and a need for marketing messages to be spot-on in terms of reaching the right customer with the right message at the right time and place.
The question for email marketers relying on antiquated email infrastructures is twofold. First, how do you address the acute cost ailments associated with outdated systems and, second, how do you position yourself to compete and win in a communications environment that’s growing more fragmented by the day? The answer to both questions is to recalibrate your digital messaging infrastructure needs.
Related story: New Metrics to Track Your Email Program’s Performance