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7 signs you’ve outgrown Mailchimp

23 June 2022
by James Skellington

For the past couple of decades, marketing automation has become less of a ‘nice-to-have’ and more of a necessity for both B2B and B2C brands.

According to recent studies too, the adoption rate for automated solutions shows no signs of slowing down – with findstack reporting that around 51% of brands are utilising this type of technology to deliver their digital comms to the right people, at the right time.

The need for marketers to work smarter, not harder, is clear to see.

For many brands – especially start-ups and SMEs – they’ll be very familiar with Mailchimp. With an estimated 11 million active customers, this email marketing platform has provided an easy pathway for organisations that want to tap into the powers of marketing automation.

However, what happens when companies are growing at pace, and they require a tool with more advanced features and can seamlessly grow with them? Is Mailchimp the answer or are there certain limitations that marketers must be mindful of?

We’ve enlisted our strategic sales manager, James Skellington, to uncover the 7 signs that could mean you’ve outgrown your current email marketing platform…

1. It’s Time To Throttle Sends

As many marketers will know, email ‘throttling’ controls the number of emails from a sender to one ISP or remote server at any one time.

So, if your brand is requiring you to send digital comms to big lists, it’s better to throttle the delivery so that you not only limit spam triggers, but to help you continue to engage your audience over a longer period of time.

When you get this right, you’re in a stronger position to better segment your recipients into specific groups and understand their online behaviours on a more granular level – leading to the delivery of hyper-relevant comms.

2. You No Longer Need A Shared IP

Even if you handle your data perfectly in the eyes of the ‘deliverability gods’, you may still be hampered by the actions of the brands that you’re grouped with.

At Force24, we can set customers up with a dedicated IP which we support them in managing, for maximum effect. Plus, our innovation means you can integrate it into the platform and use it alongside cookie tracking, enabling you to receive a deeper layer of intelligence in just a few clicks.

3. The Metrics Aren’t Delving Deep Enough

Statistically, recipients engage with 1 in 6 emails, so the result of a single email can be misleading in comparison to the overall campaign. Yes, your open and click rates might be above industry average – and that’s great – but are they telling you the full story?

Your emails shouldn’t be sent simply for them to be opened. Instead, they need to try and drive an action. And for those that say, ‘well, that’s a click through’, yes you’re right in one sense, but it’s important to note that the entry point to the website is rarely the exit point for an engaged prospect.

To put this into context, would you treat two people the same if one clicked and left, while the other browsed your entire website, downloaded content, and visited your key product pages?

With these different levels of interaction, that’s where web tracking metrics come into play. Armed with these numbers, you get to view each visitor’s of-the-moment online interactions and respond accordingly with relevant content that you know they’ll be interested in.

And let’s not forget about lead-scoring figures too, which we’ll discuss later in this blog…

4. You Need To Continuously Track The Customer Experience

It’s vital that, as a marketer, you have the solutions in place to be able to effectively connect the dots between platforms, devices, and campaigns. If you don’t have the tools nor the data, how do you know if a customer is having an exceptional online experience?

Without a sophisticated automation platform to enable you to dissect the right insight, not only will the accuracy of your reporting suffer but it’ll likely mean you have to manually extract information in order to contextualise it. And do you really have time to do all that?

Having a solution that helps you to identify patterns can greatly improve the overall customer experience because you’re responding swiftly to their real-time needs. This also supports the nurturing process for each individual based on their engagement with your brand messages.

5. The Hottest Prospects Need A Greater Level Of Nurturing

We briefly touched upon the powers of lead scoring. This is a measurement that allows marketers to put recipients in order – from hottest to coldest – based on their engagement levels. We’ve written tonnes about this topic as we firmly believe it’s a tool that can take your open and click rates to another level.

Plus, in light of the most recent iOS update, when you need to distinguish between human and bot activity, it means that your reporting will show that every email has been opened and clicked. How can you actually tell how well your campaign is or isn’t doing?

Lead scoring is the only way to truly separate and prioritise your follow-ups, allowing your team to focus on the most engaged prospects and customers with hyper-personalised content. Take a look at this blog which we hope helps you to send better emails based on the marketing metrics that matter.

6. Analysing Behavioural Activity Is Becoming More Of A Necessity Than A ‘Nice-To-Have’

When nurturing individuals, it’s important you understand them on a level like no other competitor can. And as we’ve discussed, that goes beyond open and click rates (although don’t discard these measurements altogether).

By browsing cart abandonment and better understanding why a specific individual dropped out during the purchasing process – and monitoring your lead scores – you’re arming yourself with effective ways to re-engage prospects on a 1-2-1 level.

Alongside getting to know your visitors more in depth, you’re also increasing efficiencies because you’re sending the right messages, to the right people, at the right time.

7. The Relationship Between Sales And Marketing Needs To Be Strengthened

We’ve spoken before about the importance of aligning the relationship between the marketing and sales departments.

If you’re not marrying up the two teams, that can lead to inconsistent customer comms, as well as mean you’re not making the most of your CRM and ultimately, your brand will be focused on the wrong marketing metrics.

Collaboratively, sales and marketing can be powerful for organisations that want uniformity in their messaging and to nurture the right consumers throughout their relevant journeys.

By taking web data and aggregating data from your CRM, your marketing teams have full visibility as to where recipients are in the funnel. Equipped with this intelligence, they can exclude people that aren’t interested in your message or re-engage those that have become lapsed, lost, or dormant.

As a result, all this information can be passed through to the sales team seamlessly so that they can speak to customers via a more personalised touchpoint, such as a phone call.

If you feel your marketing automation needs are growing beyond your current provider’s capabilities, get in touch by calling 0845 272 5990, emailing info@force24.co.uk, or booking a demo with one of the team today.

Photo of James Skellington
James Skellington
Field Sales Manager

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