I’ve been talking to more companies and fellow marketers about email marketing automation this year than I ever have before. I wanted to write a post about what you should be thinking about before you ever get to choosing the actual platform and set of tools that can help you get to the level with your marketing.
This is what you need to think about before choosing a tool:
How are you creating content today?
If you think you’re creating a lot of content today then, it’s going to triple when you implement an automation tool. Do you have the resources in-house to create content for emails, blogs, landing pages, ebooks, whitepapers and other types of thought-leadership pieces? If you’re going to utilize email to nurture and convert potential customers as well as existing customers you’ll need relevant, high-quality content. Really think about this, because content is core to whatever platform you choose. Outsourcing certain pieces can help, but you need a plan on what your team is going to execute in-house. It’s not just about programming within the platform, content creation is the most important part of what you’ll be doing…