What Agencies Need to Focus On in 2017

April 28, 2017

There’s no doubt about it: surviving the competitive marketing landscape as an agency can be difficult. Agencies have to deal with a variety of obstacles on their way to success—fighting off consultancies, martech companies and in-house marketing departments is just one of the problems agencies face on a daily basis. Although the competition is fierce, there’s no doubt about it: agencies know what they’re doing, especially when it comes to marketing techniques like email outreach.

Recently, the Chartered Institute of Marketing (CIM) released a study indicating that most customers feel they can’t trust brands. Why? Because most of the marketing outreach they receive on a daily basis doesn’t seem to be personalized to them. (Not to mention the fact that most people don’t remember consenting to receive most of the emails they receive daily, but that’s an entirely other issue). Personalization is the key to successful marketing, especially if that outreach is being done through email. Luckily, agencies are available to help their clients with such issues.

A recent report from Adestra and Econsultancy looked at the top email priorities of both brand and agency marketers in 2017 (but for our purposes, we’ll just take a look at the agency perspective for now). The report was based on data from a survey conducted in February and March 2017 that looked at 1,200 brand and agency marketers (49 percent B2C-focused, 33 percent B2B-focused, 18 percent equally B2C- and B2B-focused) from around the world.

When asked which three areas of email marketing their clients really need to focus on in 2017, 28 percent of agencies cited behavioral response marketing as a top three email area in need of attention. Meanwhile, 25 percent thought personalization needed some work, 24 percent believed that strategy/campaign planning needed to be a focus, and 23 percent wanted clients to take a closer look at segmentation. With such close percentages, I think it’s safe to say that those are all valid email marketing concerns that need to be taken into consideration.

Image via Adestra 

As part of the study, agencies were also asked how their clients intend to innovate with email in 2017. The clear winner in this category was “more creative uses of behavioral triggers,” with responses from agencies increasing from 46 percent in 2016 to 52 percent in 2017. At 42 percent, agencies also felt that using automation to enable one-to-one communication and using more dynamic elements such as video content, GIFs and countdown clocks would be a good way to improve email outreach.

Image via Adestra 

With so many customers feeling disconnected from the marketing they receive, it’s more important than ever for agencies to up their marketing game. By focusing on behavioral response marketing and using innovative ideas in their emailing, agencies will hopefully be able to help their customers renew customer trust. 

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