If you’re an enterprise looking to expand its digital footprint through email marketing, you’ve come to the right place. Email marketing can significantly boost your brand's visibility, enhance customer relationships, and drive revenue growth when done right. A huge factor in the success of your email marketing program lies in the platform you choose. An effective and efficient platform should effortlessly scale alongside your enterprise's growth, ensure optimal deliverability, offer advanced automation capabilities, and seamlessly integrate with your existing tech stack.However, before diving into the work of email marketing platforms, let’s go through the basics.
What is enterprise email marketing?
Unlike conventional email marketing campaigns, which cater to a broader audience, enterprise email marketing focuses on nurturing long-term relationships with individual customers or prospects, making it a powerful tool for businesses seeking to cultivate brand loyalty.If you’re wondering if you should consider “enterprise-level” email marketing, first ask yourself:
- Does your email marketing program require various user roles and permissions?
- Are there various of your email sequences that could benefit automation?
- How extensive is your customer or prospect base? Does it require a high level of segmentation to deliver personalized and impactful messages?
Of course, there is nuance to everything, but overall the primary distinction lies in the scalability and complexity of your email marketing program.
Most common types of enterprise email marketing:
Now that we’ve identified what an enterprise-level email marketing program looks like - let’s explore some common strategies enterprises use to build long-term relationships with their customers.
Newsletter emails are a great way to offer consistency to customers because they are sent on a regular basis, usually to announce updates, news, events, or share resources. If you’re a B2B company, you’ll be happy to know that according to the Content Marketing Institute, “81% of B2B marketers say their most used form of content marketing is email newsletters.”
Transaction emails are one of the most effective email marketing tactics, with a 70.5% higher open rate than others. They are automatically sent in response to specific customer behavior, such as making a purchase or sending a payment.Because they are focused on individual customers, transactional emails aim to provide personalized, real-time customer communications, making them an indispensable tool for nurturing customer relationships and building trust.
Lead-Nurturing Automated Sequences
Much like transaction emails, lead-nurturing sequences are sent when a customer (or prospect) completes an action. In this case, typically, a sign-up form.Lead nurturing sequences, also known as “welcome campaigns,” are a great way to engage, educate, and guide potential customers through the sales funnel. However, be careful not to overwhelm a new lead. When evaluating email marketing platforms, consider their capabilities in setting up and automating sophisticated lead-nurturing sequences that align with your enterprise's marketing objectives and cater to the diverse needs of your potential customers.
Shopping Cart Abandonment Emails
For enterprises with e-commerce platforms, abandoned cart emails are indispensable in re-capturing lost sales. According to Barillance, these emails alone have an 18% conversion rate!These emails remind customers of the items left in their carts and can include incentives like discounts or free shipping to entice them back to complete the purchase.
SMB vs. enterprise email tools
When comparing email marketing platforms used by small and medium-sized businesses (SMBs) and enterprises, you will notice a vast difference in capabilities and features.More specifically, a good enterprise email tool should save your team time, improve the security of information, integrate with your tech stack, and increase the number of marketing activities you can complete. These factors will help justify the inevitable difference in price between SMBs and enterprises.
How to evaluate enterprise email platform features
Let's explore the key features you should have when opting for an enterprise tool. With these in mind, you will confidently select an enterprise-grade email marketing platform that empowers your team to drive impactful campaigns, nurture customer relationships, and achieve sustainable growth in the competitive digital landscape.
1. Email automation
Timing is everything in email marketing. A seamless and efficient automated email sequence and multi-step campaign can guide customers through the sales funnel and help meet your business goals.Learn more: Email Marketing 101: What is email automation?
2. Advanced segmentation and personalization
Enterprise tools take personalization and segmentation to a whole new level. An enterprise solution will allow for advanced segmentation capabilities based on intricate criteria such as purchase behavior, browsing history, geographic location, and more.As for personalization, an enterprise tool can allow for dynamic content, making emails such as abandoned carts possible.Both of these features allow for highly targeted email campaigns, maximizing customer engagement and conversion rates.
3. Priority support
When it comes to enterprise email marketing, reliable customer support and training are critical. Enterprise tools provide dedicated account managers and priority support to address any issues promptly and provide personalized guidance.
It is invaluable to have your various platform effortlessly integrate and work well with one another. A simple integration can save you time and hassle exporting and importing data. Make sure that your enterprise email marketing tools integrate with your CRMs, e-commerce systems, analytics tools, and more.
5. Custom reports and dashboards
Enterprise tools offer in-depth reporting and analytics capabilities. This comes in handy when tracking whether your campaign performance is meeting your KPIs or not and offers insight into what needs to be improved. These custom reports also offer insight into user behavior that allows you to create tailored campaigns. Some of these analytics features include A/B testing, detailed click-through rates, and conversion tracking.
6. Email templates and design
When it comes to enterprise organizations with different departments with different email marketing initiatives, brand consistency is key.By ensuring uniformity across your email communications, you reinforce brand recognition and trust with your audience, making them more likely to engage with your content.A robust enterprise email marketing platform may offer a wide range of customizable email templates and design features that allow you to stay on brand.
7. Multi-user access
As mentioned previously, as an enterprise, you probably have different departments or teams collaborating on one project, making collaboration an essential part of your organization.A powerful enterprise email marketing platform should offer multi-user access features for smooth collaboration amongst teams and provide granular control over user permissions.
Beefree for Enterprise
If you’re already in love with your ESP or MAP but need an enterprise tool that offers more control over your email design and collaboration, you’re in the right place. Beefree Enterprise allows multiple users to simultaneously work on email campaigns, view real-time changes, and provide design-specific feedback, streamlining the review and approval process. With Beefree Enterprise, you also enjoy the ease of having a built-in “Review for Approval,” made to reduce the time it takes to finalize and deploy email campaigns.The best part? Beefree integrates with your favorite enterprise email marketing platforms fitting seamlessly into your existing workflow. Some examples include HubSpot, Mailchimp, Salesforce Marketing Cloud, ActiveCampaign, and more.
Streamline your email marketing
Choosing the right enterprise email marketing platform is a critical decision that can significantly impact the success of your marketing efforts and the growth of your business. As you navigate the vast landscape of email marketing solutions, keep in mind the unique needs and objectives of your enterprise. Consider the importance of collaborative features, testing, data security, and integration.In the end, the best enterprise email marketing platform for you should be a seamless extension of your marketing strategy, empowering your team to engage, nurture, and convert your audience effectively.