In the event you never learned what the term “Jump the Shark” means… it means that it's the beginning of the end. The term refers to Happy Days when the Fonz jumped a shark on water skis, throwing the show into a death spin it never recovered from.
If you're an email service provider, don't scream at me yet.
Email used to be a very difficult job and only the greatest senders had the talent, hardware, and applications to send high volumes of email to Internet Service Providers for companies with huge subscriber lists. The talent has begun to move around in the industry, the hardware has become plentiful (especially with the cloud) and applications are popping up left and right to send email.
The Email Industry Has Changed… it's Cheaper and Easier Now
What's happening in the industry is a proliferation of small អ្នកផ្តល់សេវាអ៊ីមែល popping up. They're fantastic – have great applications, send very complex dynamic messaging, track perfectly, handle bounces, deliverability issues, comply with SPAM regulations, and have very robust integration methodologies that are typically free. And they're doing it at a fraction of the cost of the big boys.
នេះជាឧទាហរណ៍៖ Newsberry ទើបតែក្លាយជាអ្នកឧបត្ថម្ភ Martech Zone (that's my disclosure). When I was checking out their site before approving the advertisement, I checked out their pricing page and was amazed at the prices:
I can have a subscriber list of up to XNUMX and ផ្ញើអ៊ីមែលគ្មានដែនកំណត់ ទៅពួកគេក្នុងតម្លៃ ៥៣០ ដុល្លារក្នុងមួយខែ? នោះតិចជាង ៦០០០ ដុល្លារក្នុងមួយឆ្នាំ។ ខ្ញុំចាំបានថានៅពេលដែលខ្ញុំធ្វើការនៅក្រុមហ៊ុនផ្តល់សេវាកម្មអ៊ីម៉ែលថាថ្លៃឈ្នួលប្រចាំឆ្នាំរបស់យើងសម្រាប់អាជីវកម្មខ្នាតតូចគឺអំពីបញ្ហានោះ…បូកនឹងថ្លៃផ្ញើសារ…បូក ការ API ចូលប្រើ ... បូកបូកបូក ...
អ្នកផ្តល់អ៊ីម៉ែលដ៏រឹងមាំទាំងនេះនឹងបន្តបាញ់វាចេញហើយអាជីវកម្មផ្ញើអ៊ីមែលនឹងក្លាយជាអ្នកឈ្នះចុងក្រោយ។ អ្នកចាញ់គឺជាអ្នកផ្តល់សេវាកម្មអ៊ីម៉ែលដែលមានទំហំធំណាស់ដែលមានអាយុកាលមួយ - អ្វីមួយត្រូវការផ្លាស់ប្តូរ។
អ្នកផ្តល់សេវាអ៊ីម៉ែលធំ ៗ ជាច្រើននឹងប្រាប់អ្នកថាបរិមាណអ៊ីមែលដែលពួកគេកំពុងផ្ញើផ្ដល់ឱ្យពួកគេនូវការទះដៃនៅក្នុងឧស្សាហកម្មហើយពួកគេមានអត្រាផ្តល់ជូននិងទំនាក់ទំនងកាន់តែប្រសើរជាមួយអ្នកផ្តល់សេវាអ៊ីនធឺណិត។
មិត្តល្អរបស់ខ្ញុំហ្គ្រោក្រាសួគ្រប់គ្រងទំនាក់ទំនងមួយចំនួនរវាងអ្នកផ្តល់សេវាអ៊ីម៉ែលនិងអ្នកផ្តល់សេវាអ៊ីនធឺណិតជាមួយក្រុមហ៊ុនរបស់គាត់។ Den of Deliverability។ គាត់ថែមទាំងជួយក្រុមហ៊ុនដែលគ្រប់គ្រងអ៊ីម៉ែលផ្ទាល់របស់ពួកគេអោយទៅក្រុមហ៊ុនអាយភីអេស! វាមិនត្រូវការក្រុមហ៊ុនធំទេ - វាត្រូវការអ្នកជំនាញខាងការរំដោះដ៏អស្ចារ្យដែលមានទំនាក់ទំនងល្អ - ហើយហ្គ្រេកមានពួកគេ។
What Email Customers Need
Email service providers should be seamlessly (and I mean seamlessly) integrated with content management systems, customer relationship management systems, landing page optimization tools, and វិភាគ applications. Marketing automation vendors like អាមីណូ និង អេឡូល are already stepping out in the lead on these. It's not enough to send and measure email anymore… companies need more!
Even small, moderately priced email automation solutions are popping up, too! Infusionsoft is a solution with email and customer relationship management solutions fully integrated.
Customers need to easily repurpose content from throughout mediums, dynamically optimize content on the fly, measure the results – and even be provided with feedback on what won and lost. We don't have time to jump from vendor solution to vendor solution during the day… and try to tie all the វិភាគ querystrings together… and analyze for opportunities. Email service providers need to evolve to our needs.
It's time for email service providers to take the leap, or they're going to get blown by. Mailchimp announced XNUMX accounts added in XNUMX months to their solution. But even Mailchimp got terribly expensive as we grew our list successfully. We got tired of the big monthly bills so we built CircuPress – a beautiful, fully WordPress integrated email solution that's saving us a bundle and automates our newsletters.
Do-It-Yourself Email Service Provider
Email has had a long, lucrative run – but it's almost over. It doesn't take much effort to build and maintain your own email service these days. Friend Adam Small was so fed up with the pricing and lack of automation methods, that he recently built his own for ទឹកជ្រលក់ភ្នាក់ងារ… now he's got mobile, content management, Facebook, Twitter and email fully integrated for his real estate clients. He's even able to monitor deliverability, track opens and clicks and manage bounces!
If you're not talented like Adam, you can go buy a ប្រអប់ from folks like Strongmail, plug it in, turn it on, and have your own email service up and running. They'll even help you get started.
Do-It-For-You Email Service Providers
Many email service providers and agencies are actually adding the សេវាកម្ម to the package as well. They recognize that building beautiful, compelling emails takes both time and expertise – and has a great return on investment, so they develop programs for their clients that are affordable and take all the effort off of the clients' hands. A couple that I know of are Indiemark និង Tomatofish.
How Email Service Providers Will Survive
My advice to the large email service providers out there is to find a content management system, and buy it. Find a customer relationship management provider you integrate closely with… and merge with them. Get an វិភាគ provider, and seamlessly integrate. And do it with robust targeting, segmentation and testing solutions. If you don't, someone will soon!