Why regular face-to-face consultancy and A/B testing is essential to the success of your e- marketing campaigns.

Sometimes in the rush to embrace modernity, we can neglect things that worked well about the old approach, and end up feeling that something has been lost as a result. For example, everyone would prefer to be greeted by a human being when they call their bank, but AI powered chatbots have largely taken the place of call handlers.

At Enticeable our e-marketing tech is always accompanied by a program of good old- fashioned face-to-face consultation, with a dedicated team of human beings working to make the most out of your campaigns. As the Bohemian composer Gustav Mahler once put it, “tradition is not the worship of ashes, but the preservation of fire”.

The process of building an e-marketing campaign is complex and multifaceted. The number of companies opting for self-service “dashboard” style campaigns is increasing year-on-year and while dashboards can do a lot of the heavy lifting they still require specialist consultants to interpret the data, make adjustments on the fly, and help companies navigate through what is often a very dynamic process.

A dedicated e-marketing team can take the time to properly understand your business objectives, and build that knowledge into the architecture of a campaign. They also provide a dedicated point of contact so you can easily reach out to someone who understands both the tech and your campaign, because they helped build it. They are best placed to harness the power of your data, making sense of what it is telling you about your campaign and cutting through the “ambient noise”.

Regular check-ins with your team will also enhance the process of ongoing A/B testing, which is essential to any successful e-marketing campaign. A/B testing allows all your creative output and messaging to be regularly tested for what resonates most with your audience. These insights can help you adjust the details of your strategy, resulting in a campaign that is agile, customer facing and results oriented.

In-person consultation creates a space for sharing information and trying out new ideas. This collaborative approach means you are treated as a partner, not just a client, with the opportunity to contribute ideas as well as give and receive feedback, ultimately sharpening your campaign’s potency.

So let’s try to remember what Gustav said, and preserve the fire. Because after all, working together is what got us here in the first place.

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