This article is about a conversation between two SaaS founder tools in the Email Marketing space, namely SEINō and Alpaco. Deep down it's actually a debate on why the Best-in-Class approach to email marketing is winning over the Siloed approach in todays modern and fast-moving email marketing space.
“When design and data work in sync, sending campaigns through your ESP shifts from being a routine dispatch to a precision-engineered interaction, every email not only looks right but lands with measurable impact.”
The Problem with Siloed Workflows
In a world that's moving ever faster, with the rise of Ai and other aspects, Marketing Teams are required to know what's the challenge, how to fix it and measure the effect of their actions - and that's all within a very short amount of time. Back in the days campaigns took weeks or months to prepare, now they're expected to churn them out in days or even hours.
This is becoming increasingly harder for Marketing Teams to solve, if the ESP they're using is siloed to a point where nothing is allowed to be connected with it or the process is very cumbersome.
Marketing Teams needs to move fast, have the answers at hand and be ready to shift direction at moments notice.
Tooling That Empowers Marketers
The fact is, that no platform has it all, even though we've seen it time and time again being attempted by large conglomerates that wants to sell you "the one ring to rule them all". Trouble often is that these vendors focus is scattered, rigid and shifting that support, features and focus gets down prioritized, and the phrase "that will make do" is more often than not being uttered. The large platforms are chasing the dream of an all-in-one marketing suite. But stitching together acquisitions into a single package often leads to complexity and compromise. Marketers end up paying for features they don’t need, while still struggling with the same silos internally.
What more and more Marketers are asking for is complete autonomy to take the best tools that are available and combine them together to a tailored made setup, that works for their situation, their needs, their specific brand, reporting and gives them the reins of their solution, instead of being boxed into a vendor.
Speed, Ownership, and Efficiency
With platforms that allows you to customize individual aspects of your Email marketing, while still staying connected to the other tools (and by god stay GDPR compliant), smart Marketing Teams are setting themselves up for success. Measuring email campaigns has become increasingly harder over the last few years, splitting up the data sources into multiple sources.
In the case with data monitoring, a tool like SEINō can give you an immense sense of speed, because you're not looking for the data in individual sources and compiling them together in a tool that's so advanced that IT departments needs to have ownership of it - Marketing has ownership. And with that comes and immense amount of speed in identifying the challenges.
With the challenges identified it's easier to pinpoint what needs to be changed, and from there gives you a perfect opportunity to make those changes. This is where a tool like Alpaco comes in, giving you the exact freedom to create those specific changes that's going to make the difference, while still keeping it all withing the design guidelines. This leads to fever handovers, more brand alignment and faster iterations.
All in all it boils down to Efficiency, having a Tool that tells you exactly what's wrong, a tool that gives you the flexibility to remedy the error and leaving your ESP to be the acting agent at making sure your campaigns gets send at the right time to the right customer with the right data.
Synergy Between Design and Data
When Creative design isn't measured correctly, it's like punching in the dark. You need to get a reliable and coherent look at all data points to know if your campaign is working or not.
If you're in the position where your analytics is on point, then having a creative strategy and a tool that allows for that flexibility is the other side of that coin of being effective, something most ESP's doesn't always allow for on their own internal editor.
When design and data work in sync, sending campaigns through your ESP shifts from being a routine dispatch to a precision-engineered interaction, every email not only looks right but lands with measurable impact.
Closing remarks
I appreciate the authentic conversation I had here with Kevin from SEINō. Seeing a glaring issue in Email marketing and deciding to do something about it is what lead us down to the path of creating Alpaco, and clearly the same for SEINō.
I believe when passionate professionals come together like this to create solutions, that's when norms are shifted, siloes are broken down and "that will make do"-solutions become a thing of the past. Marketing Teams and Marketers can be sure that with Best-in-Class tools they can create Best-in-Class solutions they can be proud of.
