When and why is it justified to use an external technology provider?
What human resources will I need to carry out email marketing actions ?
Does it make sense to develop an internal application?
What are the benefits of outsourcing email marketing management to an agency ?
Of the different tools available on the market, which one best suits my company?
Etc.
Unlike a few years ago, when the option of carrying out internal development made sense, today there are three factors that, in our opinion, justify the hiring of an external platform in any situation :
The range of reliable platforms has increased considerably . We can find platforms that suit our needs, both in terms of shipping volumes and our available budget. Almost all the tools on the market include the standard functionalities mentioned above.
More and more know-how and specialization are yemen business email list needed to successfully solve the challenges of deliverability . Anti-spam filters are evolving, requiring email marketing professionals to keep up with these changes and adapt their platforms.
We have an increasing number of heterogeneous data (likes, followers, tweets, web analytics, openings, clicks, etc.). This requires adapting platforms to be able to manage and relate all this data.
These three factors require constant investment in updating and adapting technological platforms, which is why in-house developments are often very expensive to maintain.
On the other hand, the execution of email marketing programs may fall to someone from the marketing or online marketing department, or even someone from technology. It is necessary to determine whether the cost/hour is not higher than the cost of outsourcing, taking into account that an opportunity cost is assumed by not dedicating time to other business activities. Another option, valid for organizations with short marketing structures, is to outsource the execution of campaigns to a specialized agency . The main advantage of this alternative is that the organization's internal resources are not blocked in tasks that provide little value . In addition, the expertise of the agency's professionals guarantees correct execution of the processes. If a company has a specific online marketing department, with qualified personnel, it makes sense for email marketing management to be carried out internally. On the other hand, if human resources are limited and there is no specific digital marketing profile, it makes sense to rely on an agency specialized in Email Marketing . The agency will guide you on what tactics and strategies you can implement, aligning them with the rest of the actions in your digital marketing mix.
