Why utilising an Email Maturity Model is the best decision you can make for your business

We’ve recently launched the Pure360 Email Maturity Model, an industry-leading framework of email sophistication that’s been designed to help you determine how advanced your email marketing is in comparison to your specific industry. It will help you take simple steps to improve your campaign results and drive success. But how can our Email Maturity Model help, and why use it?

The how

Maturity models allow businesses to set their own methods and processes against best practice benchmarks. With our Email Maturity Model you can identify how to make the most of your email campaigns depending on which level of sophistication your email campaign is at. In addition to this, the Email Maturity Model will provide you with short and long term goals that you can work towards in order to advance your email sophistication.

Email maturity models provide a framework of consistent quality-led processes to help maximise the success of your email campaigns as your team can work in unity within clear, quality-focussed, strategic processes. Whether you are a total beginner (The Self Server), or a world-class email marketing campaigner (The Interactor), knowing your level of email sophistication can be vital in helping your business grow and develop.

The why

Don’t you ever wish you had a “Guidebook to Email Marketing Success” that you know will work?

The reason why some campaigns fail is because the business looks at their email marketing as a whole, instead of breaking it down into its constituent parts. Utilising a defined set of targets can help you pinpoint areas for improvement as well as ensure that you can consistently deliver effective email campaigns to your customers.

Of course, the main reason to utilise our Email Maturity Model is because our latest research has shown a direct correlation between the sophistication of email marketing and its effectiveness, so there’s really no good reason to not use it! Think of it as your email marketing success guidebook, not only helping you to improve your development process but also make sure the results you see come at a reasonable cost, both in terms of time and resource expenditure.

Marketer, know thyself

If your target is increased CTR’s, more signups or growing brand loyalty, implementing a strategy such as a maturity model provides you with a gold-standard checklist of achievements which you can tick off as you successfully implement.

Ask yourself, how well do you really know your own strengths and weaknesses? As a company, you’ll know that making improvements to your weaknesses is key to helping you grow and develop, but it can often be difficult to pinpoint where exactly you’re falling short of your targets. If your strategy, or lack thereof, is causing hiccups in your campaign successes, having a pre-defined target and path to improvement is going to help you overcome these obstacles. Not only that, but a framework can help you understand where your opportunities for improvement lie!

How mature are you?

We’re not referring to emotional maturity here (although you might want to put the comic book down and concentrate!). When we refer to Email Maturity, we’re talking about the six stages that make up the levels of our Email Maturity Model.

These range from the Self-Servers who tend to adopt a ‘spray-and-pray’ approach, through to the Segmenters who have the right idea but the lack of specialist skill set to make it happen, all the way up to the pinnacle of email marketing, the Interactors (and even these chaps have to invest time and resource to stay one step ahead of the competition!) Life is harder for those at a lower maturity level, so it is in a company’s best interest to want to advance their email marketing maturity.

Remember, not every business should set their sights on the heady heights of achievement that the Interactors have reached, as this may not be appropriate for all businesses.

Ready? Let’s go!

We’d suggest you pop the kettle on, grab a biscuit (if you’re peckish), and begin reading our Email Maturity Benchmarking report. This is going to give you a good overview of the research we’ve conducted into Email Maturity, and you can follow the steps we’ve taken that have lead to us producing our Email Maturity Model.

When you’re ready, and you’ve identified your level of sophistication (no, we’re not talking top hats and affecting a posh British accent) you’re ready to start utilising the Email Maturity Model – so what are you waiting for?

Becky Hesilrige
Becky Hesilrige
Becky is the Content Marketing Manager at Pure360. She studied Sociology and conducted her dissertation on online communication and relationships. Follow Becky on Twitter @beckyhesilrige
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