MessageGears to Host Webinar: “Legacy Email Service Providers Have Failed Enterprise Marketers”
Atlanta, Ga. (PRWEB) January 18, 2018 -- While businesses may love email marketing because email often provides the highest revenue generation when compared to other marketing channels, that doesn’t mean enterprise marketers love their email service provider (ESP). MessageGears will explore that complicated relationship in an upcoming webinar, “How Legacy ESPs Have Failed Enterprise Marketers,” set for Tuesday, Jan. 30, at 2 p.m. ET. To register for the webinar: http://ow.ly/7Wbb30hP34z.
The 30-minute webinar will provide expert insight into how enterprise marketers can take back control of their data to eliminate the limits that legacy ESP systems place on the use of customer data for email marketing. It will reference MessageGears’ recently released 2018 ESP Satisfaction Report, in which the company surveyed 101 Business-to-Consumer enterprise marketers on various aspects of their feelings toward their companies’ ESP. For a free download of the full ESP Satisfaction Report, visit https://messagegears.com/marketing-resources/.
In addition to advice, the webinar will explore why the largest companies are not only less likely to be enthusiastic about the performance of their ESP, but are also less likely than smaller enterprise organizations to change. They’ll discuss how it has become so difficult for these companies to switch providers, and what some marketers are doing to take control of their email marketing program.
“What we are finding is that enterprise marketers feel trapped by their ESP, but we don’t see a whole lot of ESPs collaborating to make it easier to switch between providers,” said MessageGears Director of Marketing Will Devlin, who will lead the webinar discussion alongside Vice President of Account Management Chris Brown. “Why would they? High switching barriers result in high customer retention, even if those customers aren’t really happy. The big, ugly secret of the email marketing industry is that switching between providers would be easy if companies started taking back ownership of their data, but ESPs don’t want you to control your data. They want your data so ingrained in their system that you can’t pull it out easily. We think this is a huge disservice to the advancement of the email marketing industry.”
That idea was confirmed in MessageGears’ recent survey. The 2018 ESP Satisfaction Report revealed three major trends affecting enterprise email marketers:
Large companies are staying with ESPs they don’t love. On average, businesses that send 10M to 100M emails monthly have been with their ESP for three to five years. Marketing teams aren’t very satisfied with the product, but say they can’t change due to deep integration, an extremely long buying cycle, siloes in the company that inhibit change, and perceptions about cost and the learning curve associated with a change.
The C-Suite’s view on strengths and priorities doesn’t usually align with their team’s. While 50 percent of high-level executives indicated they were “very satisfied” with the performance of their current ESP, only 17 percent of managers, senior managers, directors and vice presidents agreed. And 80 percent of C-Suite executives said they were “very satisfied” with their ESP’s ease-of-use and real-time data access, compared with just 19 percent for the rest of the marketing team.
Companies with on-premises ESPs are more reluctant to change, even if they don’t like their current system. Just 25 percent of companies with in-house ESPs said they were open to changing ESP. But only 18 percent of companies with in-house ESPs were “very satisfied.” The reluctance is somewhat obvious – companies hate to give up on something they built; they have already sunk a lot of money into the project; and in-house email feels free, even if it requires staff and may be hindering growth.
About MessageGears
MessageGears is the only email service provider that enables the world’s top brands to send dynamic, high-volume marketing messages with speed and precision by providing a platform that overcomes the inherent limitations of marketing cloud email systems. MessageGears works almost exclusively with large business-to-consumer (B2C) companies, including Expedia, Orbitz Worldwide, Chick-fil-A, AmTrust, and Ebates. Founded in 2010, MessageGears is based in Atlanta, Georgia. For more information, please visit http://www.messagegears.com.
Will Devlin, MessageGears, http://www.messagegears.com, +1 678-744-7690, [email protected]
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