Why Outsourcing Email Makes Sense

Updated: June 02, 2010

Over time, however, the ability of the email marketing program was not adapting at the required pace. The need for more targeted dynamic content in email programs was immediate. Therefore, investing the resources - both time and financial - in getting the in-house solution up to date was no longer cost-efficient or smart.

Outside email marketing vendors, however, have tremendous incentive to build, adapt, and refine their software solutions to meet the ever-changing demands of the consumer. It is not simply a "need-to" for vendors, it is crucial to their growth and survival in an increasingly competitive space.

So as the email marketing industry comes full circle - from outsource to in-house to a hybrid model - the reasons for tipping the balance to an outsourced email marketing partner have never been more clear.

There are a few strong reasons, too many for the limited space here, for outsourcing, or at least shifting the balance to email vendors.

Reason #1: Marketers, the age of consolidation is upon us. The entire direct digital marketing ecosystem is highly fragmented, giving marketing organizations more incentive than ever to consolidate vendors and seek out efficiencies. The key is finding the right vendor that facilitates consolidation by centralizing all useful marketing data in the same software platform that delivers the emails.

Reason #2: Access to leading edge email software that's managed by experts. Okay, I'm no fan of buzzwords like "leading edge," but email marketing companies must maintain the most recent, sophisticated capabilities - from dynamic content features to up-to-the-second delivery assurance tools.

Reason #3: It's cheaper to outsource than continue building in-house solution. It's not just investment in the technology infrastructure, it's the need to constantly upgrade combined with the very real need lean on professional services for the latest and greatest in design and campaign execution.

Reason #4:
Reliability is paramount. Besides deliverability, reliability is the most important feature of a good email marketing company. Triggered emails need to go out on time, dynamic content modules needs to be delivered to the right audience segments, etc. Email vendors that concentrate heavily on deliverability and reliability separate themselves from the pack.

Featured Research
  • The Pros and Cons of Two-Tier ERP Strategy

    An increasing amount of businesses are considering a two-tier approach to their ERP strategy. If you feel overwhelmed with just one ERP solution, don’t immediately discount two-tier ERP. more

  • 2017 Contact Center Software Cost Guide

    Are you paying too much for your contact center software? Are you satisfied with its capabilities, or do you wish it did more? These are questions most businesses don’t take the time to think about, even though contact center software is one of the most important investments that you’ll make. With a little bit of planning, you can end up saving money and still end up with better functionality. more

  • What You Need to Know About VoIP Security

    No matter the industry or area of expertise, a strong VoIP system is the perfect tool for any business looking to take both its internal and external communication to the next level. more

  • Are You Using These 5 VoIP Features?

    In large part, the success of your business depends on the strength and reliability of your team’s many communication networks—this includes your Voice over Internet Protocol system (VoIP). more

  • Video Conferencing Best Practices

    Video conferencing is quickly becoming one of the most important communication channels for both small and big businesses. As more businesses turn to this technology, expectations about the experience are also rising. It’s not enough to just offer video conferencing as a communication method. You also need to meet minimum audio and visual standards, and there’s even proper etiquette to consider. more